THE ANTECEDENTS OF GAMBLING BEHAVIOUR FROM A SOCIAL MARKETING PERSPECTIVE

Authors

  • Donata Tania Vergura Department of Economics, University of Parma
  • Beatrice Luceri Department of Economics, University of Parma

DOI:

https://doi.org/10.5750/jgbe.v9i1.880

Keywords:

gambling, involvement, expending, social marketing, linear regression analysis

Abstract

This paper investigates Italian gamblers’ behaviour with particular reference to the intensity of participation and economic involvement. Despite the high incidence of gambling among the Italian population, studies aimed at investigating gambling behaviour are lacking. Therefore, the objective of the paper is to identify the main factors that promote and maintain such behaviour. A survey was conducted using a sample of regular and occasional gamblers. Regression analysis showed that socio-demographic characteristics (gender, income and level of education) significantly affect gambling involvement. In addition, the use of the online channel, the self-limitation of budget and the habit of getting rid of coins received as change - an aspect of gambling behaviour never analysed in the literature - are important predictors of the intensity of participation and level of spending. The study integrates previous findings on the consumer purchasing process. The results are useful for designing social marketing strategies aimed at reducing the demand and promoting responsible gambling.

References

Abbott, D. and Cramer, S. (1993). Gambling attitudes and participation: a midwestern survey. Journal of Gambling Studies, 9(3), 247-263.

Abt, V., McGurrin, M. and Smith, J. (1985). Toward a synoptic model of gambling behaviour. Journal of Gambling Behaviour, 1, 79–88.

Barbaranelli, C. (2010). Prevalence and correlates of problem gambling in Italy. 8th European Conference on Gambling Studies and Policy Issues, Vienna, September 14-17 2010.

Bastiani, L., Gori, M., Colasante, E., Siciliano, V., Capitanucci, D., Jarre, P. and Molinaro, S. (2013). Complex factors and behaviors in the gambling population of Italy, Journal of Gambling Studies, 1, 1-13.

Bernhard, B., Lucas, A., Jang, D. and Jungsun, K. (2006). Responsible gaming device. Research Report. International Gaming Institute, University of Nevada, Las Vegas.

Broda, A., LaPlante, D., Nelson, S., LaBrie, R., Bosworth, L. and Shaffer, H. (2008). Virtual harm reduction efforts for internet gambling: effects of deposit limits on actual internet sporst gambling. Harm Reduction Journal, 5(27).

Clarke, D. (2008). Older Adults’ Gambling Motivation and Problem Gambling: A Comparative Study. Journal of Gambling Studies, 24, 175–192. Doi: 10.1007/s10899-008-9090-z

Clotfelter, C., Cook, J.P., Edell, J.A. and Moore, M. (1999). State lotteries at the turn of the century: Report to the national gambling impact study commission. Duke University.

Coacci, A., Masini, L., Petri, C., Garramone, L., Messina, G. and Nante, N. (2003). Il Gambling Compulsivo: rilevanza epidemiologica. Italian Journal of Public Health, 1, 67.

Colasante, E., Gori, M., Bastiani, L., Siciliano, V., Giordani, P., Grassi, M. and Molinaro, S. (2013). An Assessment of the Psychometric Properties of Italian Version of CPGI. Journal of Gambling Studies. 29(4), 65-74.

Coups, E., Haddock, G. & Webley, P. (1998). Correlates and predictors of lottery playing in the United Kingdom. Journal of Gambling Studies, 13, 285–303.

Desai, R.A., Maciejewski, P.K., Dausey, D.J., Caldarone, B.J. and Potenza, M.N. (2004). Health correlates of recreational gambling in older adults. American Journal of Psychiatry, 161, 1672–1679.

Gainsbury, S., Wood, R., Russell, A., Hing, N. and Blaszczynski, A. (2012). A digital revolution: Comparison of demographic profiles, attitudes and gambling behavior of Internet and non-Internet gamblers. Computers in Human Behavior, 28(4), 1388–1398.

Griffiths, M., Parke, J., Wood, R. and Rigbye, R. (2010). Online poker gambling in university students: Further findings from an online survey. International Journal of Mental Health and Addiction, 8(1), 82-89.

Griffiths, M., Wardlen, H., Orfordn, J., Sprostonnn, K. and Erensn, B. (2009). Sociodemographic Correlates of internet gambling: Findings from the 2007 British Gambling Prevalence Survey. CyberPsychology & Behavior, 12(2), 199-202.

Griffiths, M. (1999). Gambling technologies: prospects for problem gambling. Journal of Gambling Studies,15(3), 265–283.

Herring, M. and Bledsoe, T. (1994). A model of lottery participation: demographics, context, and attitudes. Policy Studies Journal, 22(2), 245.

Kearney, M.S. (2004). State lotteries and consumer behavior. NBER Working Paper 9330. Cambridge, MA: NBER.

Kim, W., Kim, I. and Nochajski, T.H. (2012). Predictors of gambling behaviors in Filipino Americans living in Honolulu or San Francisco. Journal of Gambling Studies. 28, 297–314.

Ladd, G.T. and Petry, N.M. (2002). Disordered gambling among university-based medical and dental patients: A focus on Internet gambling. Psychology of Addictive Behaviors, 16(1), 76-79.

Ladoucer, R. and Sévigny, S. (2006). The impact of video lottery game speed on gamblers. Journal of Gambling Issue, 17, August.

Lam, D. (2007). An exploratory study of gambling motivations and their impact on the purchase frequencies of various gambling products. Psychology and Marketing, 24(9), 815-827.

Loroz, P.S. (2004). Golden-age gambling. Psychological benefits and self-concept dynamics in aging consumers' consumption experiences. Psychology & Marketing, 21(5), 323–349.

Luceri, B. and Vergura, D.T. (2015). “I cavalli vincenti del gambling: uno studio esplorativo su motivi e credenze dei giocatori”. Micro & Macro Marketing, 2, in press.

McDonnell-Phillips Pty Ltd. (2005). Analysis of gambler precommitment behaviour. Report prepared for Gambling Research Australia, Victorian Department of Justice, Melbourne.

Mikesell, J.L. (1994). State lottery sales and economic activity. National Tax Journal, 47, 165–171.

Moore, S.M., Thomas, A.C., Kyrios, M. and Bates, G. (2012). The self-regulation of gambling. Journal of Gambling Studies, 28, 405–420.

Nelson, S.E., LaPlante, D.A., Peller A.J., Schumann A., LaBrie, R.A. and Shaffer, H.J. (2008). Real limits in the virtual world: Self-limiting behavior of internet gamblers. Journal of Gambling Studies, 24, 463–477.

Nomisma. (2009). Il gioco in Italia: un mercato ad alto impatto sociale. Quaderni per l’economia, 4.

Nower, L. and Blaszczynski, A. (2010). Gambling motivations, money-limiting strategies, and precommitment preferences of problem versus non-problem gamblers. Journal of Gambling Studies, 26, 361–372.

Petry, N.M. (2006). Internet gambling: an emerging concern in family practice medicine? Family Practice, 23, 421–426.

Petry, N.M. and Weinstock, J. (2007). Internet gambling is common in college students and associated with poor mental health. The American Journal on Addictions, 16(5), pages 325–330.

Raylu, N. and Oei, T.P. (2004). Role of culture in gambling and problem gambling. Clinical Psychology Review, 23(8), 1087–1114.

Rogers, P. (1998). The cognitive psychology of lottery gambling. A theoretical review. Journal of Gambling Studies, 14(2), 111-134.

Schrans, T., Grace, J. and Schellinck, T. (2004). 2003 NS VL responsible gaming features evaluation. Nova Scotia Gaming Corporation.

Stevens, M. and Young, M. (2010). Who plays what? Participation profiles in chance versus skill-based gambling. Journal of Gambling Studies, 26(1), 89-103.

Tao, V., Wu, A., Cheung, S., Tond, K. and Tong, K. (2011). Development of an indigenous inventory GMAB (Gambling Motives, Attitudes and Behaviors) for chinese gamblers: an exploratory study. Journal of Gambling Studies, 27(1), 99-113.

Thomas, A., Allen, F. and Phillips, J. (2009). Electronic gaming machine gambling: measuring motivation. Journal of Gambling Studies, 25(3), 343-355.

Volberg, R. (2003). “Has there been a ‘feminization’ of gambling and problem gambling in the United States?”. The Electronic Journal of Gambling Issues, 8, May.

Wood, R. and Williams, R.J. (2007). Problem gambling on the internet: implications for internet gambling policy in North America. New Media & Society, 9(3), 520-542.

Published

2015-05-29

Issue

Section

Articles