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They are working every angle. A qualitative study of Australian adults' attitudes towards, and interactions with, gambling industry marketing strategies
journal contribution
posted on 2012-01-01, 00:00 authored by Samantha ThomasSamantha Thomas, S Lewis, C McLeod, J HaycockAs gambling products have diversified so too have the ways in which the gambling industry has been able to target, reach and engage different sectors of the community. Limited research has explored the ways in which individuals conceptualize and respond to gambling marketing strategies. Semi-structured, qualitative interviews were conducted with 100 adults in Victoria, Australia, who had gambled at least once during the previous year. Participants described the multi-layered ways in which gambling was marketed and were concerned about the role of marketing in 'normalizing' gambling for some groups. Male participants felt 'bombarded' and 'targeted' by sports bet marketing. Most women and older men actively resisted gambling marketing strategies. Older women, younger men, moderate and high risk gamblers and those from low socio-economic backgrounds were particularly influenced by incentivization to gambling. This study highlights the complex ways in which different individuals interpret and respond to gambling industry marketing strategies. © 2012 Copyright Taylor and Francis Group, LLC.
History
Journal
International gambling studiesVolume
12Issue
1Pagination
111 - 127Publisher
Taylor & FrancisLocation
London, Eng.Publisher DOI
ISSN
1445-9795eISSN
1479-4276Language
engPublication classification
C Journal article; C1.1 Refereed article in a scholarly journalCopyright notice
2012, Taylor & FrancisUsage metrics
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