Varningstexter i spelreklam: En experimentell studie om effekter av varningstexter i reklam för onlinecasinon

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: The rising amount of advertising for online casinos, as well as its often aggressive and provocative message, has contributed to a general debate among the Swedish public to curb advertising for the product category. One alternative to increase the extent to which the advertising is moderate involves the use of warnings in advertisements. In this study, a quantitative experiment was conducted through a survey with the aim of exploring whether the presence of a warning could have an effect on attitude, perceived credibility, perceived risk and purchase intention in regard to online casino consumption. The results show that only perceived credibility differs significantly when a warning is present. Hence, the study cannot motivate an implementation of warnings in the advertising of online casinos to Swedish law.

  HÄR KAN DU HÄMTA UPPSATSEN I FULLTEXT. (följ länken till nästa sida)