Featured Research

from universities, journals, and other organizations

Why are consumers more likely to participate in online gaming than gambling?

Date:
September 10, 2013
Source:
Journal of Consumer Research, Inc.
Summary:
Consumers are more likely to participate in online betting if it’s called “gaming” rather than “gambling,” according to a new study.

Consumers are more likely to participate in online betting if it's called "gaming" rather than "gambling," according to a new study in the Journal of Consumer Research.

Related Articles


"Changing an industry label from gambling to gaming affects what consumers, especially non-users, think of betting online," write authors Ashlee Humphreys (Kellogg School of Management, Northwestern University) and Kathryn A. LaTour (Cornell University). "A label like gaming prompts all sorts of implicit associations like entertainment and fun, while a label like gambling can prompt seedier implicit associations like crime."

These largely unconscious associations affect what people think of the industry and even their intention to participate, the authors explain. The process of changing perceptions, called framing, has an impact on whether or not people think the industry is socially acceptable. And framing can occur merely by changing a word.

The authors analyzed newspapers like the New York Times and Wall Street Journal for the language used to describe online betting. They analyzed coverage of "Black Friday," April 15, 2011, when the US government shut down the three largest online betting sites. Newspapers shifted the way they described the online activity, framing it more as a crime, which led to a shift in consumer judgments about the legitimacy of online casinos, especially among non-users.

The authors conducted two experiments to explore what causes consumers to make different judgments about gambling. They found that "rags-to-riches" or "get-rich-quick" narratives prompted a set of favorable or unfavorable implicit associations among participants. In a stronger test of their hypothesis, the authors changed only one word in the narratives -- gambling or gaming -- and found that the "gaming" label caused non-users to judge online betting as more legitimate. "This last experiment shows that a name change to 'gaming' can even prompt non-users to be more inclined to participate in online betting," the authors add.

"Industry labeling has important implications not only for whether or not consumers find an industry acceptable," the authors conclude. "For example, opponents to online gambling may want to be aware of the potential for social media to become a conduit for the expansion of online gambling."


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Ashlee Humphreys, Kathryn A. Latour. Framing the Game: Assessing the Impact of Cultural Representations on Consumer Perceptions of Legitimacy. Journal of Consumer Research, December 2013

Cite This Page:

Journal of Consumer Research, Inc.. "Why are consumers more likely to participate in online gaming than gambling?." ScienceDaily. ScienceDaily, 10 September 2013. <www.sciencedaily.com/releases/2013/09/130910104836.htm>.
Journal of Consumer Research, Inc.. (2013, September 10). Why are consumers more likely to participate in online gaming than gambling?. ScienceDaily. Retrieved April 19, 2015 from www.sciencedaily.com/releases/2013/09/130910104836.htm
Journal of Consumer Research, Inc.. "Why are consumers more likely to participate in online gaming than gambling?." ScienceDaily. www.sciencedaily.com/releases/2013/09/130910104836.htm (accessed April 19, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Sunday, April 19, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Our Love Of Puppy Dog Eyes Explained By Science

Our Love Of Puppy Dog Eyes Explained By Science

Newsy (Apr. 17, 2015) Researchers found a spike in oxytocin occurs in both humans and dogs when they gaze into each other&apos;s eyes. Video provided by Newsy
Powered by NewsLook.com
Scientists Find Link Between Gestational Diabetes And Autism

Scientists Find Link Between Gestational Diabetes And Autism

Newsy (Apr. 17, 2015) Researchers who analyzed data from over 300,000 kids and their mothers say they&apos;ve found a link between gestational diabetes and autism. Video provided by Newsy
Powered by NewsLook.com
Video Messages Help Reassure Dementia Patients

Video Messages Help Reassure Dementia Patients

AP (Apr. 17, 2015) Family members are prerecording messages as part of a unique pilot program at the Hebrew Home in New York. The videos are trying to help victims of Alzheimer&apos;s disease and other forms of dementia break through the morning fog of forgetfulness. (April 17) Video provided by AP
Powered by NewsLook.com
Common Pain Reliever Might Dull Your Emotions

Common Pain Reliever Might Dull Your Emotions

Newsy (Apr. 16, 2015) Each week, millions of Americans take acetaminophen to dull minor aches and pains. Now researchers say it might blunt life&apos;s highs and lows, too. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins