Torrance Jamie, Heath Conor, O'Hanrahan Marie, Newall Philip
School of Psychology, Swansea University, Swansea SA2 8PP, UK.
School of Psychology, University of Chester, Chester CH1 4BJ UK.
J Public Health (Oxf). 2024 Dec 1;46(4):e654-e662. doi: 10.1093/pubmed/fdae167.
Gambling advertising employs a range of persuasive strategies. We therefore aimed to evaluate a counter-advertising intervention video to increase resilience to gambling advertising persuasion.
Three in-depth focus groups were conducted, and each group contained a mixture of gambling-related academics (N = 12) and experts with lived experience of gambling-related harm (N = 10). Participants were given access to the intervention video and provided feedback during the focus groups. Qualitative data were audio recorded and thematically analysed by the research team.
Three main themes were identified. First, participants recommended a shorter video that had a simplified and digestible structure. Second, frequent real-world examples of gambling advertisements within the video were discouraged, and the inclusion of a relatable human voiceover was considered imperative to the receptiveness of the video. Finally, participants deemed it important to deliver psychologically grounded yet jargon-free content via a conversational style. An overall narrative framed by consumer-protection was also preferred in order to increase acceptance of the video content, rather than a more didactic framing.
Evaluating the acceptability of a counter advertising intervention video provided valuable insight from both an academic and lived-experience perspective. Such insight is instrumental to the meaningful co-design of counter-advertising interventions.
赌博广告采用了一系列说服策略。因此，我们旨在评估一个反广告干预视频，以增强对赌博广告说服的抵御能力。
开展了三个深入的焦点小组，每个小组都包含与赌博相关的学者（N = 12）和有赌博相关危害亲身经历的专家（N = 10）。参与者观看了干预视频，并在焦点小组中提供反馈。定性数据进行了音频记录，并由研究团队进行主题分析。
确定了三个主要主题。第一，参与者建议制作一个结构简化、易于理解的短视频。第二，不鼓励在视频中频繁出现赌博广告的现实世界例子，并且认为加入一个能引起共鸣的人声旁白对于视频的接受度至关重要。最后，参与者认为通过对话风格提供有心理学依据但无专业术语的内容很重要。为了提高对视频内容的接受度，由消费者保护构建的整体叙事也比更说教式的叙事更受青睐。
从学术和亲身经历的角度评估反广告干预视频的可接受性提供了有价值的见解。这种见解有助于反广告干预措施的有意义的共同设计。
