Understanding the audience: The key to preventing youth gambling problems

Abstract

This study assembles an in-depth profile of youth between the ages of 9 and 16 for the purposes of guiding the development of problem gambling prevention strategies. Understanding the initial development and progression of gambling-related attitudes, beliefs and behaviours is essential to the development of effective, targeted strategies. At the core of this research is the question about what someone designing a health communication program would like to know about his/her target audience. The research develops a profile of young people based on information about their general lifestyle, as well as gambling specific areas including: understanding, attitudes and behaviours relative to problem and responsible gambling, language used for gambling activities and understanding of gambling terms, and awareness of and reaction to gambling advertising.

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