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. 2017 Jan 19;14:5. doi: 10.1186/s12954-017-0131-8

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© The Author(s). 2017

Open AccessThis article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/) applies to the data made available in this article, unless otherwise stated.

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Fig. 1 — Marketing strategies that may shift the cultural meanings associated with gambling and sports. Legend: Theoretical model of how marketing strategies may influence a shift in the cultural meanings associated with gambling and sports, as well as the distinct promotional factors that may influence gambling consumption behaviours

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