The paper "Perceptions of Consumers towards Responsible Gambling" is a great example of a marketing report. Gambling is a controversial topic in advertising because it determines the level of trust that consumers have on a particular product or service advertised. There are polarized views with regards to advertising with some views supportive of the idea while others opposing the idea. Polarized views result from functions that gambling messages convey in the modern market economy (Allcock, 2002). There are negative views towards gambling messages such as the creation of trickery artificial needs among consumers, generation of demands that cannot be satisfied and also a creation of the demands that result into disaster to the society.
There is also increased controversy in commercial gambling in the public sphere. It has been associated with increased entertainment for consumers, creation of employment opportunities, generation of gambling companies’ services and generation of revenues through taxes (Bjerg, 2010). There are also negative views towards gambling messages that have a moral dimension, associating gambling messages with hedonism, individualism and fatalism. Gambling messages have also been associated with public concerns such as the creation of psychological harms that have impacts on parts of the population.
In addition, gambling can result in polarization of views, making people develop a negative attitude towards it, while others assuming a social responsibility of being gamblers (Dedonno & Detterman, 2008). In various parts of the world, responsible provision of gambling messages such as responsible advertising has become a significant part of the companies’ descriptions. Responsible gambling has also been associated with the protection of consumers in a number of ways such as protecting consumers from national harms of gambling such as excessive involvement. The practice of gambling has been common in most industrialized countries and most adults have been observed to gamble at least once a year.
This is because, they associate gambling with the addition of quality to life (Gainsbury, 2011). Advertising enables attaining value for gambling through the creation of information about products and services and ensures enjoyable forms of gambling are implemented. Responsible gambling messages have been formulated in Australia mainly because there are many risky gambling activities that take place thus the need to ensure its regulation.
Other factors that pose potential constraints to the growth and success of responsible gambling have been suggested to include trust in regulators, perception of consumer safety and responsible gambling processes.
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