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Hierarchy of Gambling Choices: A Framework for Examining EGM Gambling Environment Preferences
Hannah Briony Thorne1, Matthew Justus Rockloff2, Erika Langham3
1School of Human, Health and Social Sciences, CQUniversity, 120 Spencer St, Melbourne, VIC, 3000, Australia. h.thorne@cqu.edu.au.
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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