Not Leaving Las Vegas: Identity Projects of Local Vegas Gamblers

Kathryn A. Braun-LaTour, University of Nevada – Las Vegas, USA
June Cotte, Ivey Business School, University of Western Ontario, Canada
Our overall objective is understanding how gambling, as a consumption practice, aids consumers in their on-going construction of a coherent sense of self and identity. We asked ten regular slot machine gamblers, ten on-line gamblers, and ten table gamers to bring in pictures of what gambling meant to them. We completed thirty one-on-one interviews based on these pictures that, on average, lasted about 75 minutes. We discuss gamblers’ interpretive strategies as they confront the marketplace culture of casino gambling. Our results are organized as juxtaposed themes, including: social vs. anti-social; “brain-flushing” escape vs. active mental engagement; things that matter vs. things that don’t; genuine vs. contrived environments; chasing highs vs. avoiding lows; tourists vs. “real” gamblers; winners vs. losers.
[ to cite ]:
Kathryn A. Braun-LaTour and June Cotte (2007) ,"Not Leaving Las Vegas: Identity Projects of Local Vegas Gamblers", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 691-692.