Electronic Theses and Dissertations

Date

2025

Document Type

Thesis

Degree Name

Master of Science

Department

Psychology

Committee Chair

Rory Pfund

Committee Member

Ganga Hewage

Committee Member

James Whelan

Abstract

Sports betting among emerging adults (ages 18-29) is linked to financial harm, academic decline, and psychological distress. Responsible gambling (RG) messages aim to reduce such harms, yet generic slogans like “Gamble Responsibly” often lack credibility, especially when sponsored by gambling operators. Guided by social influence theory, this study examined how message framing (generic vs. self-appraisal) and sponsorship (operator vs. non-operator) affects trust, behavioral intentions, and gambling desire among emerging adult sports bettors. Participants (N = 255; Mage = 24.77) from Tennessee and bordering states completed a 2 x 2 between-subjects experiment viewing novel RG video advertisements. Department of Health-sponsored ads were rated as more trustworthy than sportsbook-sponsored ads but framing and interactions showed no significant effects on responsibility, intentions, or gambling desire. Findings suggest that RG campaigns are perceived as more credible when delivered by independent or public health agencies, emphasizing the importance of sponsor trust in RG marketing.

Library Comment

Dissertation or thesis originally submitted to ProQuest.

Notes

Open Access

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