Hierarchy of Gambling Choices: A Framework for Examining EGM Gambling Environment Preferences |
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| Authors: | Hannah Briony Thorne Matthew Justus Rockloff Erika Langham En Li |
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| Institution: | 1.School of Human, Health and Social Sciences,CQUniversity,Melbourne,Australia;2.School of Human, Health and Social Sciences,CQUniversity,Bundaberg,Australia;3.School of Human, Health and Social Sciences,CQUniversity,Cairns,Australia;4.School of Business and Law,CQUniversity,North Rockhampton,Australia |
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| Abstract: | This paper presents the Hierarchy of Gambling Choices (HGC), which is a consumer-oriented framework for understanding the key environmental and contextual features that influence peoples’ selections of online and venue-based electronic gaming machines (EGMs). The HGC framework proposes that EGM gamblers make choices in selection of EGM gambling experiences utilising Tversky’s (Psychol Rev 79(4):281–299, 1972). Elimination-by-Aspects model, and organise their choice in a hierarchical manner by virtue of EGMs being an “experience good” (Nelson in J Polit Econ 78(2):311–329, 1970). EGM features are divided into three levels: the platform—including, online, mobile or land-based; the provider or specific venue in which the gambling occurs; and the game or machine characteristics, such as graphical themes and bonus features. This framework will contribute to the gambling field by providing a manner in which to systematically explore the environment surrounding EGM gambling and how it affects behaviour. |
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