Social Marketing Strategies for Stigmatized Target Populations: A Case Example for Problem Gamblers and Family Members of Problem Gamblers
Bibliographic record
Abstract
Advertising theory and accompanying research literature are in their infancy when it comes to advertising services to stigmatized populations. We know very little about what messages will impact potential clients of services and what messages could even be harmful to potential clients and to society’s shaping of social issues. The purpose of this qualitative study was to examine the views of problem gamblers and family members of problem gamblers in developing 10 foot by 20 foot billboards to promote a local problem gambling service. Participants identified issues such as photographs of money being a trigger to gamble, guilt and shame being emotions that would turn them off of the advertisement, and a fear of the advertisement leading to a scam or hoax. More research and theory development on stigmatized populations is necessary to better promote services to stigmatized populations and to avoid contributing negatively to social issues.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.004 |
| Meta-epidemiology (narrow) | 0.001 | 0.000 |
| Meta-epidemiology (broad) | 0.001 | 0.001 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.012 | 0.005 |
| Scholarly communication | 0.002 | 0.002 |
| Open science | 0.001 | 0.004 |
| Research integrity | 0.003 | 0.003 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".