Measuring the Effects of Pictorial and Text Messages on Memory and Gambling Intentions Within a Casino Environment

Alyssa Z. Rodrigo, University of Guelph, Canada
Karen Finlay, University of Guelph, Canada
Harvey Marmurek, University of Guelph, Canada
The effectiveness of pictorial versus text messages in casinos was examined using implicit and explicit memory measures after being primed or not primed with risk stimuli. Recall was better and at-risk gambling intentions lower for pictorial messages without priming. Pictorial messages conveying risks should be placed in casinos.
[ to cite ]:
Alyssa Z. Rodrigo, Karen Finlay, and Harvey Marmurek (2011) ,"Measuring the Effects of Pictorial and Text Messages on Memory and Gambling Intentions Within a Casino Environment", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 173-174.