The study looked at why people doubt if casinos really care about being socially responsible. By asking people who have been to a particular casino in Korea about its social responsibility efforts, the researchers found that the casino's social responsibility actions reduced doubts, but the contradictory nature of the casino industry increased them. Doubts about casino social responsibility led to more negative talk among customers. Essentially, the study shows that when casinos do good things for society, it can help change people's negative opinions, but if they act in conflicting ways, it makes people more skeptical and likely to talk negatively about them.