A social landslide: Social inequalities of lottery advertising in Taiwan

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Yu-Kang Lee
Chun-Tuan Chang
Cite this article:  Lee, Y., & Chang, C. (2008). A social landslide: Social inequalities of lottery advertising in Taiwan. Social Behavior and Personality: An international journal, 36(10), 1423-1438.


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Lottery advertising is focused on fantasies of winning which may mislead the general public. As a result, there could be severe social impacts with mounting lottery sales. In this study, conducted in Taiwan, it was found that lottery purchase is contingent on not only demographic and socioeconomic variables, but also on effects of lottery advertising. There are greater influences of lottery advertising on people who purchase lottery tickets than on those who do not. There is strong convergence between purchase behavior and attitudes, highlighting a correspondence between positive attitudes towards lottery advertising and a high level of engagement in lottery purchase. Socioeconomic status also has an effect on reaction to lottery advertising and may further perpetuate social inequality. The results validate ongoing criticism that lottery advertising is more influential on individuals with lower incomes and schooling.

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