Calling Their Bluff: Misplaced Loyalty is a Problem for Gamblers

Session Title

Session 3-1-A: Problem Gambling and Vulnerable Communities, Part 2

Presenters

Jonathan Ross Gilbert, Northern Arizona UniversityFollow
Marla B. Royne Stafford, University of Nevada, Las VegasFollow
Leonard Hostetter, Northern Arizona UniversityFollow

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 | Marketing

Abstract

Abstract

Due to the ubiquity of casinos, both brick and mortar and online, problem gambling has emerged as a significant public health issue. It is estimated that 30% - 50% of all casino revenues are generated from problem gamblers who tend to be disproportionately male, young, and minority group members (Welte et al. 2014). Although prior research has examined the mediating role of gambling behaviors in the relationship between casino marketing strategies and problem gambling, it is not clear what role casino loyalty programs play in predicting problem gambling, particularly in underserved and minority populations. Prentice & Wong (2016) examined the mediating role of gambling behaviors in the relationship between casino marketing strategies and problem gambling. Their findings indicate that loyalty programs were not significantly related to problem gambling despite the fact that only customer loyalty was conceptualized to have an effect on problem gambling. So, what role do casino loyalty programs play in predicting problem gambling? The objective of this study is to bridge the identified theoretical gap and examine casino loyalty programs through the normative framework of the “integrative justice model’” (Santos & Laczniak 2009). Specifically, this presentation will discuss the aims and importance of (1) explaining the influence of casino loyalty programs in the relationship between ease of access and problem gambling; and (2) uncovering the impact of casino loyalty programs in the context of an underserved population.

Implications

Casino loyalty programs are unstudied within the context of problem gambling. Marketing’s role as both a contributor to the problem and as a force in its alleviation is a complex one. Existing customer loyalty programs may need to be modified to reduce disproportionate harm to underserved and minority populations.

References

Prentice, C., & Wong, I. A. (2016). Embracing or fighting the urge: A multilevel investigation on casino service, branding and impulsive gambling. International Journal of Hospitality Management, 56, 109‐118.

Santos, N., & Laczniak, G. (2009). Marketing to the poor: An integratie justice model for engaging impoverished market segments. Journal of Public Policy & Marketing, 28(1), 3-15.

Welte, J. W., Barnes, G. M., Tidwell, M.-C. O., et al. (2015). Gambling and problem gambling in the United States: Changes between 1999 and 2013. Journal of Gambling Studies, 31, 695-715.

Keywords

problem gambling; casino loyalty programs; integrative justice model (IJM); underserved and minority populations; gambling behaviors; impulsivity.

Author Bios

Dr. Jonathan Ross Gilbert is Assistant Professor of Marketing at Northern Arizona University. His current research examines the role of marketing as a means of enhancing consumer and human well-being. He has published peer-reviewed articles in leading journals such as Journal of Public Policy & Marketing, Journal of Business Research, Industrial Marketing Management, and Journal of Advertising. Dr. Gilbert previously worked as a general manager and turnaround specialist in the telecommunications, media and entertainment sector.

Dr. Marla Royne Stafford is Professor of Marketing at University of Nevada-Las Vegas. She is past Executive Associate Dean in the Harrah College of Hospitality. She is an elected Fellow of the American Academy of Advertising and past Editor-in-Chief of the Journal of Advertising. Her current work focuses on the role of marketing and advertising on well-being. She has published over 100 refereed articles in leading journals such as Journal of Public Policy and Marketing, Journal of Business Research, American Journal of Public Health.

Leonard Hostetter is Assistant Professor of Practice of Marketing at Northern Arizona University. Mr. Hostetter previously worked as Vice President of Marketing at the FedEx Corporation. He has also worked in various marketing, operations and communications in both the automotive and gaming industries, including as Director of Responsible Gaming for Harrah's Entertainment, Inc. Mr. Hostetter earned an MBA from Harvard University and B.S.B.A from Lehigh University.

Funding Sources

None

Competing Interests

None

Comments

None