The Influence of Sports Betting Advertising on Young People: Mechanisms of Persuasion
type: CreativeWork
description: In recent years, participation in sports betting has increased considerably in Australia, particularly among young people. While many individuals engage in sports betting without any negative consequences, there are some young individuals who do experience negative outcomes as a result of their participation. Research has demonstrated that betting advertising has the potential to influence young individuals in multiple ways, including by increasing its appeal, normalising it, and offering incentives for participation. This thesis, therefore, endeavoured to ascertain the impact of sports betting marketing on young people and the mechanisms through which it may exert this influence. In chapter one, the thesis commences with an overview of the existing literature on young individuals’ participation in sports betting and how sports betting advertising may influence them. Chapter two presents a critical analysis and review of the current literature on gambling advertising among young people, with a particular focus on the methodological approaches employed. Chapter three presents a study that examined how often young individuals recalled encountering sports betting advertisements during the 2022 FIFA World Cup, as well as the advertisements they found most appealing. Chapter four presents a qualitative study of the factors that influence young people’s sports betting behaviour, including what cultivated their interest and contributed to their continued participation. In chapter five, another study investigated the types of inducements (bonus bets, sign-ups, increased odds, and stake-back promotions) that young people perceived were most likely to entice them to bet and to bet in a high-risk manner. Chapter six presents an experimental study in which we investigated whether sports betting advertising and gambling warning messages influence young people’s desire to gamble. In chapter seven, we discuss a study that utilised a multivariate approach to examine the relationshi…
abstract: In recent years, participation in sports betting has increased considerably in Australia, particularly among young people. While many individuals engage in sports betting without any negative consequences, there are some young individuals who do experience negative outcomes as a result of their participation. Research has demonstrated that betting advertising has the potential to influence young individuals in multiple ways, including by increasing its appeal, normalising it, and offering incentives for participation. This thesis, therefore, endeavoured to ascertain the impact of sports betting marketing on young people and the mechanisms through which it may exert this influence. In chapter one, the thesis commences with an overview of the existing literature on young individuals’ participation in sports betting and how sports betting advertising may influence them. Chapter two presents a critical analysis and review of the current literature on gambling advertising among young people, with a particular focus on the methodological approaches employed. Chapter three presents a study that examined how often young individuals recalled encountering sports betting advertisements during the 2022 FIFA World Cup, as well as the advertisements they found most appealing. Chapter four presents a qualitative study of the factors that influence young people’s sports betting behaviour, including what cultivated their interest and contributed to their continued participation. In chapter five, another study investigated the types of inducements (bonus bets, sign-ups, increased odds, and stake-back promotions) that young people perceived were most likely to entice them to bet and to bet in a high-risk manner. Chapter six presents an experimental study in which we investigated whether sports betting advertising and gambling warning messages influence young people’s desire to gamble. In chapter seven, we discuss a study that utilised a multivariate approach to examine the relationshi…
author: Di Censo, Gianluca Domenico
language: en
keywords: Gambling, Wagering, Marketing, Youth, Harms
date published: 2024
date modified: 2026-07-24T00:51:10Z
provider: University of Adelaide
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: University of Adelaide

PropertyValue
property ID: Handle
value: https://hdl.handle.net/2440/151466