Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 111 - 127 |
| Number of pages | 17 |
| Journal | International Gambling Studies |
| Volume | 12 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2012 |
Cite this
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'They are working every angle'. A qualitative study of Australian adults' attitudes towards, and interactions with, gambling industry marketing strategies. / Thomas, Samantha; Lewis, Sophie; McLeod, Colin; Haycock, John.
In: International Gambling Studies, Vol. 12, No. 1, 2012, p. 111 - 127.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - 'They are working every angle'. A qualitative study of Australian adults' attitudes towards, and interactions with, gambling industry marketing strategies
AU - Thomas, Samantha
AU - Lewis, Sophie
AU - McLeod, Colin
AU - Haycock, John
PY - 2012
Y1 - 2012
N2 - As 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.
AB - As 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.
U2 - 10.1080/14459795.2011.639381
DO - 10.1080/14459795.2011.639381
M3 - Article
VL - 12
SP - 111
EP - 127
JO - International Gambling Studies
JF - International Gambling Studies
SN - 1445-9795
IS - 1
ER -