\u27They are working every angle\u27. A qualitative study of Australian adults\u27 attitudes towards, and interactions with, gambling industry marketing strategies (original) (raw)

2012

Abstract

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 \u27normalizing\u27 gambling for some groups. Male participants felt \u27bombarded\u27 and \u27targeted\u27 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 i...

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