The Effect of Visual Stimuli in Casinos on Emotional Responses and Problem Gambling Behavior

Karen Finlay, University of Guelph, Canada
Vinay Kanetkar, University of Guelph, Canada
Jane Londerville, University of Guelph, Canada
Harvey H. C. Marmurek, University of Guelph, Canada
This paper presents the results of an experiment examining whether manipulations of environmental variables (overall design, as well as lighting and color scheme) within gaming venues elicit emotions that influence problem gambling behavior. Our results indicate that the incremental information afforded by flashing lights and bright colors impact emotions and gambling behavior. In both the playground and gaming designs, heightened arousal induced by flashing lights appears to exaggerate poor decisions made by gamblers who may be chasing loses by betting more than planned, spending more money than planned or by engaging in unplanned additional games.
[ to cite ]:
Karen Finlay, Vinay Kanetkar, Jane Londerville, and Harvey H. C. Marmurek (2007) ,"The Effect of Visual Stimuli in Casinos on Emotional Responses and Problem Gambling Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 690-692.