Proposing Perceptions‐based Unique Marketing Strategies for Gamblers

Abstract

This study is unique in suggesting lucrative markets based on perception‐driven gambling behavior. It examines dynamism in gambling behavior based on three perception‐based groups: “agreed” (those who agree with the socioeconomic and environmental benefits), “disagreed” (those who disagree with the same), and “neutral” (those who have a neutral attitude toward them). Gambling behavior is used as a proxy for the largest amount wagered at a casino in the State of Iowa, United States, and the number of trips made to the casino during the past 12 months. The results suggest that all perceptions of gamblers do not translate into behavioral patterns. By selectively focusing on relevant perceptions of gamblers, higher spending and visitation can be encouraged. Additionally, sustainable practices can be designed to check negative impacts of casino gambling.

Keywords:

• Casino gambling
• impact perceptions
• market segmentation