不总是广告:看更安全的博 (预防伤害) 广告对博的冲动有不同的影响
Philip Newall1, Leonardo Weiss-Cohen2, Jamie Torrance3
1School of Psychological Science, University of Bristol, UK.
Addictive behaviors
|September 11, 2024
概括
英国博广告中的行业自我监管包括"更安全的博"电视广告. 一项独立研究发现,运营商广告可能会增加博的冲动,而慈善广告显示出不同的有效性,其中一些减少冲动.
科学领域:
- 心理学 心理学 心理学
- 行为科学 行为科学
- 公共卫生 公共卫生
背景情况:
- 公众对英国博广告的担忧导致了该行业的自我监管,包括"更安全的博" (伤害预防) 电视广告.
- 这些广告旨在向观众告知与博相关的危害,代表了与传统的金融激励促销活动的转变.
研究的目的:
- 从运营商和慈善机构GambleAware对更安全的博广告进行首次独立评估.
- 评估不同类型的博广告对参与者的博冲动的影响.
主要方法:
- 一个在线实验涉及2,741名参与者,他们看了各种广告:金融诱惑,运营商更安全的博,GambleAware"投注遗憾",GambleAware"耻辱减少"或中立控制.
- 测量参与者在观看后的博冲动量表 (GUS) 分数的变化.
主要成果:
- 与对照组相比,金融诱因和运营商更安全的博广告提高了GUS得分.
- GambleAware的"投注遗憾"广告显示了与控制相似的GUS得分变化,而"耻辱减少"广告显著降低了GUS得分.
- 博危害风险较高的个人在观看"投注遗憾"或"减少耻辱"广告后报告了更大的GUS下降.
结论:
- 引入了一个新的实验范式,用于评估更安全的博广告.
- 博经营者更安全的博广告可能会产生增加冲动的意外负面后果.
- 慈善机构发布的更安全的博广告,特别是那些针对耻辱的广告,显示出在减少博冲动方面具有潜在的有效性,特别是对于有风险的个人.
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