Conceptualisation of gambling risks and benefits: a socio-cultural study of 100 gamblers
Summary
This research looked at how broad socio-cultural factors, gambling consumption and behaviours, and interaction with popular media-based messages about gambling influence the ways gamblers think about gambling.
One hundred adults who gambled at least once in the previous year were interviewed, who expressed concerns about the role of marketing in "normalising" gambling for some groups.
Male participants felt "bombarded" and "targeted" by the gambling industry's marketing strategies, and female and older male participants actively resisted them.
Citation
Dr Samantha Thomas and Ms Sophie Lewis 2012, Conceptualisation of gambling risks and benefits: a socio-cultural study of 100 gamblers, Office of Gaming and Racing, Victorian Government Department of Justice,