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Discussion

The report aims to explore how OSB advertisements affect viewers, the varying motives of both regular sports betters (RSB) and non-betters (NB), and if the use of OB platforms enhances the consumption of the sport. According to our research, the majority of the settings where participants claimed to have seen or heard advertisements for gambling were not places set aside for gambling. Participants noted that betting has become more commonplace due to the overabundance of advertising for gambling items, especially through sports commentary and broadcasting. The inducements provided by the industry, according to the participants, were successful marketing methods to entice them and other young men to place sports wagers. The impression of having more control over the results of bets was also associated with inducements, which encouraged some people to sign up with multiple bookmakers.

Further empirical research is required to better understand the connection between event frequency and bet frequency. It is frequently assumed that the frequency of betting will increase as the number of betting events increases. Players can wager a lot on a single gambling event, but the outcome of that event can affect how they bet in the future. If you lose, you might engage in "chasing," which is when you keep playing to make up for your losses (Griffiths, 2003b).

The significance of unconscious cognitive and emotional processing is shown by findings showing that exposure to a stimuli can result in preferences for it even if viewers cannot consciously recall the exposure (Zajonc, 1968). Thus, merely being exposed to commercials repeatedly may unintentionally lead to the development of more positive thoughts about the promoted good or service.

Although emotions are constantly there, how much they influence decisions depends on the circumstances. While conscious feelings are more likely to affect more complex judgments, unconscious feelings are most likely to influence simple decisions (Hansen & Christensen, 2007).

As it is found, sample groups found the advertisements harmful to viewers in many ways. While little is known about the processes involved in gambling advertising, it has been demonstrated that cigarette and alcohol marketing can affect purchasing behaviors by raising the attractiveness of the product and enhancing customer identification with it (Henriksen et al., 2008). According to Jones and Donovan (2001), Australian research on young people revealed that a vodka campaign led to positive feelings by encouraging less stress and enhanced enjoyment. The affective reaction to various promotions varied greatly. According to Milner et al. (2013), static messaging includes visuals and logos from gambling companies as well as fixed advertising. Because static messages were absorbed into the environment of advertising "clutter," it was widely believed that they were useless at producing a positive effect. Static messages seem limited in their ability to communicate product information, and when combined with brief exposure times, participants felt that they were poor at piquing their interest.

Participants claimed that gambling can have a bad reputation, however recent research indicates that this stigma is now mostly reserved for problem gamblers (Hing, Holdsworth, Tiyce, & Breen, 2014). Certain methods of message transmission were thought to help delegitimize and normalize gambling. Future studies should investigate how messaging strategies affect the gambling normalization because this is probably to promote the consumption of gambling, which increases the hazard of gambling-related damage (Rockloff, 2012).

Conclusion

Despite the possibility that it could increase the harm associated with gambling, particularly for problem gamblers, young men, and teenagers, social media sports are now a commonly used platform for promoting gambling. Even though advertising that elicits positive emotive reactions has been found to boost customers' A thorough investigation of how sports viewers respond to gambling advertisements is still lacking. Positive evaluations of it and involvement with a product/brand. This study is among the first to scientifically evaluate the affective reactions of sports fans to advertisements for gambling during broadcast competitions, revealing a variety of favorable, unfavourable, and neutral reactions. These effective response factors, emergent message delivery and moderating variables, were compiled into a conceptual model. This model could be used as a conceptual framework for a more in-depth research agenda that looks at how these factors interact to better understand how gambling promotions affect sports spectators.

Further, to validate and expand on the findings of this study, future research with representative samples is required because the current findings are not representative. For the most part, betting on the game was now a component of how the young men in our study "consumed sport" and emotionally invested in the game. By linking gambling to culturally significant objects and pushing a range of incentive programmes through widespread marketing channels, the gambling industry influences people's views of the hazards connected with gambling as well as how much they gamble. This is problematic since there are no broad organizational or cultural structures to limit promotions for sports betting. Today, there is a noticeable industry presence in public and non-gambling areas. To protect populations from gambling harm, policymakers must start taking into account the gap between changing gambling environments, sophisticated marketing techniques used by the gambling industry (and sports leagues) to push gambling products, and successful harm reduction methods.

References

Griffiths, M. (2003b). Internet gambling: Issues, concerns, and recommendations. CyberPsychology & Behavior, 6, 557-568.

Hansen, F., & Christensen, S. R. (2007). Emotions, advertising, and consumer choice. Copenhagen: Copenhagen Business School Press DK.

Henriksen, L., Feighery, E. C., Schleicher, N. C., Cowling, D. W., Kline, R. S., & Fortmann, S. P. (2008). Is adolescent smoking related to the density and proximity of tobacco outlets and retail cigarette advertising near schools? Preventive Medicine, 47(2), 210–214.

Hing, N., Holdsworth, L., Tiyce, M., & Breen, H. (2014). Stigma and problem gambling: Current knowledge and future research directions. International Gambling Studies, 14(1), 64–81.

Jones, S., & Donovan, R. (2001). Messages in alcohol advertising targeted to youth. Australian and New Zealand Journal of Public Health, 25, 126–131.

Milner, L., Hing, N., Vitartas, P., & Lamont, M. (2013). An exploratory study of embedded gambling promotion in Australian football television broadcasts. Communication, Politics and Culture, 46, 177–198.

Rockloff, M. (2012). Validation of the consumption screen for problem gambling (CSPG). Journal of Gambling Studies, 28, 207–216

Zajonc, R. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology Monograph Supplement, 9(2), 1–27.

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