Session Title
Session 2-4-C: Subpopulation Research
Presentation Type
Paper Presentation
Location
Park MGM, Las Vegas, NV
Start Date
24-5-2023 3:30 PM
End Date
24-5-2023 5:00 PM
Disciplines
Marketing
Abstract
AIM: To explore the relationship between social capital (social networks, familial and close relationships) and risk perception amongst older female gamblers (50 years+)
BACKGROUND: Despite significant investment in social marketing initiatives gambling harms persist. Predicted to live longer, poorer, and less healthy lives than men, older women are increasingly gambling online with gambling harms rising accordingly. Typically, older women are portrayed as being risk averse. However recent studies across several jurisdictions reveal significant shifts in risk perception in the domain of social risk. Yet little is known about how older women perceive gambling risk. This study provides an alternative to the psychological approaches that dominate gambling research. A social capital paradigm explores how older women perceive gambling risk and the socio-cultural perspectives that influence these perceptions.
Research Questions: (RQ1) How do older women perceive gambling risk? and (RQ2) How does social capital influence gambling risk perceptions amongst older women?’
Methodology: Social Constructivist approach and Hermeneutic Phenomenology
Methods: Hermeneutic Phenomenology, Qualitative Surveys and an Expert Mental Models Approach. Semi-structured individual interviews plus focus groups with gamblers, family and close friends/associates, gambling experts, social marketers, gambling legislators and gambling agencies.
Theoretical Frameworks: Social Capital, Risk Perception, Social Network Theory
To address and arrest gambling harms, social marketers need to understand how (older) women perceive gambling risk. Novel insights from this study can be used to inform social marketing, responsible gambling and health promotion initiatives targeting women’s gambling behaviors, using social capital and social networks to drive behavioral change.
Keywords
social capital, gambling, risk perception, women
Funding Sources
No funding body has been involved in any aspect of this research
Competing Interests
No competing interests
Included in
Social Capital and Gambling Risk Perception 'a Social Marketing Dilemma'
Park MGM, Las Vegas, NV
AIM: To explore the relationship between social capital (social networks, familial and close relationships) and risk perception amongst older female gamblers (50 years+)
BACKGROUND: Despite significant investment in social marketing initiatives gambling harms persist. Predicted to live longer, poorer, and less healthy lives than men, older women are increasingly gambling online with gambling harms rising accordingly. Typically, older women are portrayed as being risk averse. However recent studies across several jurisdictions reveal significant shifts in risk perception in the domain of social risk. Yet little is known about how older women perceive gambling risk. This study provides an alternative to the psychological approaches that dominate gambling research. A social capital paradigm explores how older women perceive gambling risk and the socio-cultural perspectives that influence these perceptions.
Research Questions: (RQ1) How do older women perceive gambling risk? and (RQ2) How does social capital influence gambling risk perceptions amongst older women?’
Methodology: Social Constructivist approach and Hermeneutic Phenomenology
Methods: Hermeneutic Phenomenology, Qualitative Surveys and an Expert Mental Models Approach. Semi-structured individual interviews plus focus groups with gamblers, family and close friends/associates, gambling experts, social marketers, gambling legislators and gambling agencies.
Theoretical Frameworks: Social Capital, Risk Perception, Social Network Theory
To address and arrest gambling harms, social marketers need to understand how (older) women perceive gambling risk. Novel insights from this study can be used to inform social marketing, responsible gambling and health promotion initiatives targeting women’s gambling behaviors, using social capital and social networks to drive behavioral change.
Comments
Thank you for giving me the opportunity to submit a proposal for a paper presentation. By the time of the conference I will have completed the data analysis and have some interesting findings to share with you all.
If you require any additional information please contact me.
KIndest Regards Otila Osborne