The perceived influence of gambling advertising on gambling attitudes amongst 18–29 year olds in Dublin

Twamley, Sean (2022) The perceived influence of gambling advertising on gambling attitudes amongst 18–29 year olds in Dublin. Masters thesis, Dublin, National College of Ireland.

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Abstract

The Irish gambling industry is one that needs more light shone upon it. This study investigates the mechanics of gambling advertisements, while establishing current consumer attitudes towards them and the gambling industry as whole. Through this, the relatively scarce academic literature on the gambling industry grows.

Today, gambling is portrayed as a normative, sociable activity, at the expense of highlighting the risks that are involved.

The advertising techniques that are utilised appear to be successful in instilling positive attitudes towards gambling, while also enabling consumers to partake in gambling activity with incredible ease.

The following study critically reviews pre-existing literature on the gambling industry and the marketing of their products and services, and investigates how this marketing impacts perceptions and resulting behaviour among consumers in the Dublin area between the ages of 18-29.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Hurley, Dave UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Advertising H Social Sciences > HF Commerce > Marketing > Consumer Behaviour G Geography. Anthropology. Recreation > GV Recreation Leisure > Games and Amusements > Gambling
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Tamara Malone
Date Deposited:	03 Apr 2023 10:37
Last Modified:	03 Apr 2023 10:37
URI:	https://norma.ncirl.ie/id/eprint/6404

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