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Personality and psychographics of three types of gamblers in the United States

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  • Andrew B. Carver
  • John A. McCarty

Abstract

Using the results of the Experian Marketing Services' Simmons-super-® National Consumer Study (NCS) ( N 0 = 24,581), this paper studies the characteristics of three types of US. gamblers: regular lottery players ( N 1 = 1100), heavy casino gamblers ( N 2 = 636) and online gamblers ( N 3 = 291). We explore each type of gambler using measures of several personality and psychographic variables: impulsiveness, desire for control, materialism, risk taking, self-centredness, introversion, sensation seeking and financial prudence. We find that while all three groups have elevated levels of impulsiveness and materialism relative to non-gamblers ( p > 0.01), most noteworthy are the online gamblers, who have higher levels of risk taking, desire for control, self-centredness and sensation seeking compared to casino gamblers, lottery players and non-gamblers ( p > 0.01). This study additionally emphasizes the importance of considering demographics when investigating psychographics, as some of the psychographics related to gambling are conditioned on age. In addition, we find that online gamblers who also engage in other forms of gambling may be distinct from those who do not, suggesting they are not a homogeneous group.

Suggested Citation

  • Andrew B. Carver & John A. McCarty, 2013. "Personality and psychographics of three types of gamblers in the United States," International Gambling Studies, Taylor & Francis Journals, vol. 13(3), pages 338-355, December.
    • Handle: RePEc:taf:intgms:v:13:y:2013:i:3:p:338-355
    DOI: 10.1080/14459795.2013.819933
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    References listed on IDEAS

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    1. Charles T. Clotfelter & Philip J. Cook, 1989. "Selling Hope: State Lotteries in America," NBER Books, National Bureau of Economic Research, Inc, number clot89-1.
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    Cited by:

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    2. Mark Legg & Apostolos Ampountolas, 2024. "How music listening preferences play a role in casino showroom offers," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 611-623, September.
    3. Edmund R. Thompson & Gerard P. Prendergast & Gerard H. Dericks, 2021. "Personality, Luck Beliefs, and (Non-?) Problem Lottery Gambling," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 16(2), pages 703-722, April.

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