Predicting Gambling Intention of Social Casino Game Players: Reasoned Action Approach and Social Casino Gaming Advertisements
Session Title
Session 3-1-B: Behavioral Analysis
Presentation Type
Paper Presentation
Location
Park MGM, Las Vegas, NV
Start Date
25-5-2023 9:00 AM
End Date
25-5-2023 10:30 AM
Disciplines
Advertising and Promotion Management | Experimental Analysis of Behavior
Abstract
Abstract
Using the reasoned action approach, we explored whether gambling attitudes, perceived norms, perceived behavioral control, and exposure to social casino gaming ads can predict the gambling intention among non-gambling social casino game players. A total of 568 non-gambling social casino game players completed a survey. The data collected included respondents’ demographic characteristics, social casino gaming behaviors, motivations in playing social casino games, gambling attitudes, perceived norms, perceived behavioral control, and gambling intentions. In addition, the experimental group (N=281) was exposed to social casino gaming ads, but the control group (N=287) was not exposed to these ads. The hierarchical multiple regression analyses showed that gambling attitudes, perceived norms, and perceived behavioral control, if treated exclusively, can predict gambling intention. However, the inclusion of exposure to social casino gaming ads significantly predicts gambling intention and moderates gambling attitudes and perceived behavioral control. Both moderating effects of ad exposure are also significant predictors of gambling intention. Other significant predictors of gambling intention include frequency of social casino gameplay, microtransactions within social casino games, skill-building motive, and social motive. This study offers a springboard to understand better how the migration from social casino gaming to casino gambling begins through the formation of gambling intention.
Implication Statement
The researchers found that one-time exposure to a few social casino gaming (SCG) ads could change players’ intention to gamble. With the common practice of SCG ads that glamorize and normalize gambling being persistently sent to the players, it is important to determine if gambling intention leads to subsequent gambling.
Keywords
reasoned action approach, gambling intention, social casinos, social casino gaming ads, migration from social casino gaming to casino gambling
Funding Sources
The authors have no sources of funding to disclose.
Competing Interests
The authors have no competing interests to report.
Predicting Gambling Intention of Social Casino Game Players: Reasoned Action Approach and Social Casino Gaming Advertisements
Park MGM, Las Vegas, NV
Abstract
Using the reasoned action approach, we explored whether gambling attitudes, perceived norms, perceived behavioral control, and exposure to social casino gaming ads can predict the gambling intention among non-gambling social casino game players. A total of 568 non-gambling social casino game players completed a survey. The data collected included respondents’ demographic characteristics, social casino gaming behaviors, motivations in playing social casino games, gambling attitudes, perceived norms, perceived behavioral control, and gambling intentions. In addition, the experimental group (N=281) was exposed to social casino gaming ads, but the control group (N=287) was not exposed to these ads. The hierarchical multiple regression analyses showed that gambling attitudes, perceived norms, and perceived behavioral control, if treated exclusively, can predict gambling intention. However, the inclusion of exposure to social casino gaming ads significantly predicts gambling intention and moderates gambling attitudes and perceived behavioral control. Both moderating effects of ad exposure are also significant predictors of gambling intention. Other significant predictors of gambling intention include frequency of social casino gameplay, microtransactions within social casino games, skill-building motive, and social motive. This study offers a springboard to understand better how the migration from social casino gaming to casino gambling begins through the formation of gambling intention.
Implication Statement
The researchers found that one-time exposure to a few social casino gaming (SCG) ads could change players’ intention to gamble. With the common practice of SCG ads that glamorize and normalize gambling being persistently sent to the players, it is important to determine if gambling intention leads to subsequent gambling.