Affective response to gambling promotions during televised sport: A qualitative analysis

Abstract

Highlights• Affective responses to gambling promotions during televised sport were analysed.• Qualitative data were collected via a series of online focus groups with Australian sport viewers.• Positive, negative and neutral affects were reported across a variety of gambling promotion types.• Affective responses varied according to message delivery format and context in which promotions were displayed.• A conceptual model was generated to facilitate future research around affective responses to gambling promotions during televised sport.

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