Strategies to customize responsible gambling messages: a review and focus group study

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• This research was funded by the Manitoba Gambling Research Program of Manitoba Liquor and Lotteries Corporation; however, the findings and conclusions of this paper are those solely of the author(s) and do not necessarily represent the views of Manitoba Liquor and Lotteries Corporation.
• The type of language used in warning messages may have varying impacts on individuals, depending on culture, emotional state, level of gambling problem, and the consumer’s sense of self-esteem 26–28.
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Group Generic Message 1 Message 2 Young Adults Only spend what you can afford to lose. Recommended messages for Young Adults, Seniors, Skill Game Gamblers, and Frequent Gambler group types The messages recommended for each specific group as a result of the analysis is presented in Table 3. Next, the inquiry requested any proposed changes that participants would make to the message to make it more relevant to them. The messages winocasino were presented in five cases, one at a time; each case focusing on a different RG tool (as displayed in Table 1). Focus groups were structured to elicit responses to the proposed messages, with an interest in collecting participant feedback on six pre-developed messages per group.

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• Given the specific characteristics of this group, frequent gamblers appear to be another plausible target group to be studied for tailored RG messaging, alongside young adults, seniors, and skill game gamblers.

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