Parents on youth gambling : an exploratory study in Singapore

• Main Authors: Thong, Wai Mun, Chen, Jingting, Chen, Grace Enhui, Neo, Cathryn Mei Qin
• Other Authors: Chan Kin Ying Brenda
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/38672
• Institution: Nanyang Technological University

This study explores Singaporean parents' perceptions of youth gambling using the theoretical framework of the Health Belief Model – a model commonly used in public health communication campaigns. A first study of its kind in Singapore, it aims to understand how parents' beliefs can affect their likelihood in undertaking preventive behaviours in youth problem gambling on their children. A double-layered focus group design segmenting parents according to their gambling behaviour and socio-economic status was used. A series of eight focus groups were conducted with 55 parents with children aged 10 to 14 years old. Findings from the study were utilized to come up with recommendations for a communication campaign that aims to appeal to the different categories of parents.