Skip to main content

Advertisement

Log in

Youth Gambling Prevention: Can Public Service Announcements Featuring Celebrity Spokespersons be Effective?

  • Published:
International Journal of Mental Health and Addiction Aims and scope Submit manuscript

Abstract

Children and adolescents are at increased risk of developing gambling problems compared to adults. A review of successful prevention campaigns targeting drinking and driving, smoking, unprotected sex, and drug use suggests that public service announcements (PSAs) featuring celebrity spokespersons have strong potential for raising awareness of the risks associated with excessive underage gambling. In developing these PSAs, the psychological processes underlying persuasion should be considered along with the source characteristics of prospective spokespersons. Having a celebrity spokesperson associated with gambling should lend credibility to the message and increase issue relevant processing among youth highly involved in gambling. The recent surge in popularity of poker and Internet poker participation among youth suggests that a gambling prevention campaign may benefit from soliciting the endorsement of celebrities who have been associated with poker or even professional poker players themselves.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Andsager, J. L., Austin, E. W., & Pinkleton, B. E. (2002). Gender as a variable in interpretation of alcohol-related messages. Communication Research, 29, 246–269.

    Article  Google Scholar 

  • Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23, 57–61.

    Google Scholar 

  • Azmier, J. (2005). Gambling in Canada 2005: Statistics and context. Calgary: Canada West Foundation.

    Google Scholar 

  • Bandura, A. (1977). Social learning theory. NY: General Learning.

    Google Scholar 

  • Barach, J. A. (1984). Applying marketing principles to social causes. Business Horizons, July–August, 65–69.

  • Basil, M. (1996). Identification as a mediator of celebrity effects. Journal of Broadcasting & Electronic Media, 40, 478–496.

    Google Scholar 

  • Braverman, J. (2008). Testimonials versus informational persuasive messages: the moderating effect of delivery mode and personal involvement. Communication Research, 35, 666–694.

    Article  Google Scholar 

  • Breen, R. B., & Zuckerman, M. (1999). ‘Chasing’ in gambling behavior: personality and cognitive determinants. Personality & Individual Differences, 27, 1097–1111.

    Article  Google Scholar 

  • Brown, W., & Basil, M. (1995). Media celebrities and public health: responses to “Magic” Johnson’s HIV disclosure and its impact on AIDS risk and high-risk behaviors. Health Communication, 7, 345–370.

    Article  Google Scholar 

  • Byrne, A., Dickson, L., Derevensky, J., Gupta, R., & Lussier, I. (2005). The application of youth substance use media campaigns to problem gambling: a critical evaluation. Journal of Health Communication, 10, 681–700.

    Article  PubMed  Google Scholar 

  • Chapman, S., & Leask, J. A. (2001). Paid celebrity endorsement in health promotion: a case study from Australia. Health Promotion International, 16, 333–338.

    Article  PubMed  CAS  Google Scholar 

  • Coventry, K. R., & Brown, R. I. (1993). Sensation seeking, gambling and gambling addictions. Addiction, 88, 541–554.

    Article  PubMed  CAS  Google Scholar 

  • Curry, T., & Jiobu, R. (1995). Do motives matter? Modeling gambling on sports among athletes. Sociology of Sport Journal, 12, 21–35.

    Google Scholar 

  • D’Silva, M. U., & Palmgreen, P. (2007). Individual differences and context: factors mediating recall of anti-drug public service announcements. Health Communication, 21, 65–71.

    PubMed  Google Scholar 

  • Dejong, W., & Winsten, J. A. (1990). The use of mass media in substance abuse prevention. Health Affairs, Summer, 30–46.

  • Dejong, W., & Atkin, C. (1995). A review of national television PSA campaigns for preventing alcohol-impaired driving. Journal of Public Health Policy, 16, 59–80.

    Article  PubMed  CAS  Google Scholar 

  • Dejong, W., & Hingson, R. (1998). Strategies to reduce driving under the influence of alcohol. Annual Review of Public Health, 19, 359–378.

    Article  PubMed  CAS  Google Scholar 

  • Derevensky, J. L., & Gupta, R. (2000). Youth gambling: a clinical and research perspective. Journal of Gambling Issues, 2, 1–11.

    Article  Google Scholar 

  • Dickson, L. M., Derevensky, J. L., & Gupta, R. (2002). The prevention of gambling problems in youth: a conceptual framework. Journal of Gambling Studies, 18, 97–159.

    Article  PubMed  Google Scholar 

  • Earle, R. (2000). The art of cause marketing. Chicago: NTC Business Books.

    Google Scholar 

  • Evans, R. I., & Getz, J. (2003). Social inoculation. In T. P. Gullotta & M. Bloom (Eds.), Encyclopedia of primary prevention and health promotion (pp. 1028–1033). NY: Kluwer Academic.

    Google Scholar 

  • Everett, M., & Palmgreen, P. (1995). Influences of sensation seeking, message sensation value, and program context on effectiveness of ant-cocaine public service announcements. Health Communication, 7, 225–248.

    Article  Google Scholar 

  • Farrelly, M. C., Niederdeppe, J., & Yarsevich, J. (2003). Youth tobacco prevention mass media campaigns: past, present, and future directions. Tobacco Control, 12, 35–47.

    Article  Google Scholar 

  • Ferland, F., Ladouceur, R., & Vitaro, F. (2002). Prevention of problem gambling: Modifying misconceptions and increasing knowledge. Journal of Gambling Studies, 18, 19–29.

    Article  PubMed  Google Scholar 

  • Friedman, H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19, 63–71.

    Google Scholar 

  • Greenwald, A. G. (1968). Cognitive learning, cognitive response to persuasion, and attitude change. In A. G. Greenwald, T. C. Brock & T. M. Ostrom (Eds.), Psychological foundations of attitudes (pp. 147–170). NY: Academic.

    Google Scholar 

  • Hovland, C. I., & Weiss, W. (1951). The influences of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635–650.

    Article  Google Scholar 

  • Jacobs, D. F. (2000). Juvenile gambling in North America: an analysis of long term trends and future prospects. Journal of Gambling Studies, 16, 119–152.

    Article  PubMed  CAS  Google Scholar 

  • Jacobs, D. F. (2004). Youth gambling in North America: Long term trends and future prospects. In J. L. Derevensky & R. Gupta (Eds.), Gambling problems in youth: Theoretical and applied perspectives (pp. 1–24). New York: Kluwer Academic/Plenum.

    Google Scholar 

  • Kahle, L. R. (1984). Attitudes and social adaptation: A person-situation interaction approach. Oxford: Pergamon.

    Google Scholar 

  • Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, 11, 954–961.

    Article  Google Scholar 

  • Kalichman, S. C., & Hunter, T. L. (1992). The disclosure of celebrity HIV infection: its effects on public attitudes. American Journal of Public Health, 82, 1374–1376.

    Article  PubMed  CAS  Google Scholar 

  • Korn, D. A., & Shaffer, H. J. (1999). Gambling and the health of the public: adopting a public health perspective. Journal of Gambling Studies, 15, 289–365.

    Article  PubMed  Google Scholar 

  • Kotler, P., & Armstrong, G. (1991). Principles of marketing (5th ed.). Englewood Cliffs: Prentice Hall.

    Google Scholar 

  • Ladouceur, R., Ferland, F., & Vitaro, F. (2004). Prevention of problem gambling: modifying misconceptions and increasing knowledge among Canadian youths. Journal of Primary Prevention, 25, 329–335.

    Article  Google Scholar 

  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310–321.

    Article  Google Scholar 

  • National Research Council. (1999). Pathological gambling: A critical review. Washington: National Academy.

    Google Scholar 

  • Newcomb, M., Mercurio, C. S., & Wollard, C. A. (2000). Rock stars in anti-drug-abuse commercials: an experimental study of adolescents’ reactions. Journal of Applied Social Psychology, 30, 1160–1185.

    Article  Google Scholar 

  • Oei, T. P., & Baldwin, A. R. (1992). Smoking education and prevention: a developmental model. Journal of Drug Education, 22, 155–181.

    Article  PubMed  CAS  Google Scholar 

  • Palmgreen, P., Donohew, D., Lorch, E. P., Hoyle, R. H., & Stephenson, M. T. (2001). Television campaigns and adolescent marijuana use: tests of sensation seeking targeting. American Journal of Public Health, 91, 292–296.

    Article  PubMed  CAS  Google Scholar 

  • Perse, E. M. (1996). Sensation seeking and the use of television for arousal. Communication Reports, 9, 37–49.

    Google Scholar 

  • Perse, E. M., Nathanson, A. I., & McLeod, D. M. (1996). Effects of spokesperson sex, public service announcement appeal, and involvement on evaluations of safe-sex PSAs. Health Communication, 8, 171–189.

    Article  Google Scholar 

  • Petry, N. M. (2005). Terminology, prevalence rates, and types of gambling. In N. M. Petry (Ed.), Pathological gambling: Etiology, comorbidity, and treatment (pp. 9–33). Washington: American Psychological Association.

    Chapter  Google Scholar 

  • Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 19, pp. 123–205). San Diego: Academic.

    Google Scholar 

  • Petty, R. E., & Brinol, P. (2008). Psychological processes underlying persuasion: a social psychological approach. Diogenes, 217, 52–67.

    Article  Google Scholar 

  • Potenza, M. N., & Griffiths, M. D. (2004). Prevention efforts and the role of the clinician. In J. E. Grant & M. N. Potenza (Eds.), Pathological gambling: A clinical guide to treatment (pp. 145–157). Arlington: American Psychiatric.

    Google Scholar 

  • Raylu, N., & Oei, T. P. (2002). Pathological gambling: a comprehensive review. Clinical Psychology Review, 22, 1009–1061.

    Article  PubMed  Google Scholar 

  • Reinard, J. C. (1988). The empirical study of the persuasive effects of evidence: the status after fifty years of research. Human Communication Research, 15, 3–59.

    Article  Google Scholar 

  • Romer, D. (2008). Internet gambling stays low among youth ages 14 to 22 but access to gambling sites continues; sports gambling makes resurgence. Report for the Annenberg Public Policy Center of the University of Pennsylvania. Retrieved March 3, 2009 from www.annenbergpublicpolicycenter.org.

  • Schierman, M. J., & Rowland, G. L. (1985). Sensation seeking and selection of entertainment. Personality & Individual Differences, 5, 599–603.

    Article  Google Scholar 

  • Seghers, T., & Foland, S. (1998). Anti-tobacco media campaign for young people. Tobacco Control, 7, 29–30.

    Article  Google Scholar 

  • Shaffer, H. J., & Hall, M. N. (1996). Estimating the prevalence of adolescent gambling disorders: a quantitative synthesis and guide toward standard gambling nomenclature. Journal of Gambling Studies, 12, 193–214.

    Article  Google Scholar 

  • Shead, N. W., Hodgins, D. C., & Scharf, D. (2008). Differences between poker players and non-poker playing gamblers. International Gambling Studies, 8, 167–178.

    Article  Google Scholar 

  • Shead, N. W., Derevensky, J. L., Fong, T. W., & Gupta, R. (in press). Characteristics of Internet gamblers among a sample of students at a large, public university in Southwestern United States. Journal of College Student Development.

  • Stephenson, M. T., Morgan, S. E., Lorch, E. P., Palmgreen, P., Donohew, L., & Hoyle, R. H. (2002). Predictors of exposure from an anti-marijuana media campaign: outcome research assessing sensation seeking targeting. Health Communication, 14, 23–43.

    Article  PubMed  Google Scholar 

  • Till, B., & Shimp, T. (1998). Endorsers in advertising: the case of negative celebrity information. Journal of Advertising, 27, 67–82.

    Google Scholar 

  • Toncar, M., Reid, J. S., & Anderson, C. E. (2007). Effective spokespersons in a public service announcement: national celebrities, local celebrities and victims. Journal of Communication Management, 11, 258–275.

    Article  Google Scholar 

  • Tsai, W. C., Kung, P. T., Hu, H. Y., Ho, C. S., Lin, D. J., Hsieh, C. L., et al. (2005). Effects of a tobacco prevention education program on adolescents’ knowledge of and attitude toward smoking. Mid-Taiwan Journal of Medicine, 10, 171–180.

    Google Scholar 

  • Zimmerman, R. (1997). Social marketing strategies for campus prevention of alcohol and other drug problems. A publication of the Higher Education Center for Alcohol and Other Drug Prevention. Newton: Education Development Center, Inc.

    Google Scholar 

  • Zuckerman, M. (1979). Sensation seeking: Beyond the optimal level of arousal. Hillsdale: Erlbaum.

    Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to N. Will Shead.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Shead, N.W., Walsh, K., Taylor, A. et al. Youth Gambling Prevention: Can Public Service Announcements Featuring Celebrity Spokespersons be Effective?. Int J Ment Health Addiction 9, 165–179 (2011). https://doi.org/10.1007/s11469-009-9260-y

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11469-009-9260-y

Keywords

Navigation