Document Detail

'You just change the channel if you don't like what you're going to hear': gamblers' attitudes towards, and interactions with, social marketing campaigns.
MedLine Citation:
PMID:  23134256     Owner:  NLM     Status:  Publisher    
OBJECTIVES: To investigate how gamblers interact with, and respond to, downstream social marketing campaigns that focus on the risks and harms of problem gambling and/or encourage help seeking. METHODS: Qualitative study of 100 gamblers with a range of gambling behaviours (from non-problem to problem gambling). We used a Social Constructivist approach. Our constant comparative method of data interpretation focused on how participants' experiences and interactions with gambling influenced their opinions towards, and interactions with social marketing campaigns. RESULTS: Three key themes emerged from the narratives. (i) Participants felt that campaigns were heavily skewed towards encouraging individuals to take personal responsibility for their gambling behaviours or were targeted towards those with severe gambling problems. (ii) Participants described the difficulty for campaigns to achieve 'cut through' because of the overwhelming volume of positive messages about the benefits of gambling that were given by the gambling industry. (iii) Some participants described that dominant discourses about personal responsibility prevented them from seeking help and reinforced perceptions of stigma. CONCLUSIONS AND IMPLICATIONS: Social marketing campaigns have an important role to play in the prevention of gambling risk behaviours and the promotion of help seeking. Social marketers should explore how to more effectively target campaigns to different audience segments, understand the role of environmental factors in undermining the uptake of social marketing strategies and anticipate the potential unforeseen consequences of social marketing strategies.
Samantha L Thomas; Sophie Lewis; Kate Westberg
Related Documents :
22959636 - Adolescent contraception: review and guidance for pediatric clinicians.
23968776 - Children's health and development: approaches to early identification and intervention.
22925126 - Patterns of federal internet offenders: a pilot study.
24682636 - The use of the burden assessment scale with families of a pediatric population.
20590376 - Parenting and maternal substance addiction: factors affecting utilization of child prot...
8480666 - Ego-state therapy: an overview.
Publication Detail:
Type:  JOURNAL ARTICLE     Date:  2012-11-8
Journal Detail:
Title:  Health expectations : an international journal of public participation in health care and health policy     Volume:  -     ISSN:  1369-7625     ISO Abbreviation:  Health Expect     Publication Date:  2012 Nov 
Date Detail:
Created Date:  2012-11-8     Completed Date:  -     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  9815926     Medline TA:  Health Expect     Country:  -    
Other Details:
Languages:  ENG     Pagination:  -     Citation Subset:  -    
Copyright Information:
© 2012 Blackwell Publishing Ltd.
Visiting Senior Fellow, Centre for Health Initiatives, University of Wollongong, Wollongong, NSW, Australia.
Export Citation:
APA/MLA Format     Download EndNote     Download BibTex
MeSH Terms

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine

Previous Document:  Alterations in Early Filling Dynamics Predict the Progression of Compensated Pressure Overload Hyper...
Next Document:  Investigating the effects of a hydrolytically stable hapten and a Th1 adjuvant on heroin vaccine per...