Parents on youth gambling : an exploratory study in Singapore

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.Bachelor of Communication Studie