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Examining millennials’ online gambling behavior: a comparison of generational differences
Abstract
Purpose
This study aims to examine Millennials and generational differences in online gambling activity by comparing online gambling behavior across four different generations: Silent Generation, Baby Boomers, Gen Xers and Millennials.
Design/methodology/approach
The sample comprised tracked gambling data at the individual player level provided by an online casino accepting real money wagers in a major US gambling market. Attributes of gambling behavior were examined and compared across different generations using Kruskal–Wallis test and pairwise comparisons.
Findings
Generational differences were observed in 13 of the 16 behavioral variables. Millennials spent the least amount of time on gambling and exhibited the lowest scores on the number of days for slot gambling, trip length and trip frequency among all generations. However, their average table gaming volume per play day was greater than those of other generations.
Practical implications
The results of this study provide a better understanding of the generational differences in online gambling behavior. They also help casino operators and gaming machine manufacturers develop casino games and products that can appeal to different generational groups in the online gambling market.
Originality/value
Despite the on-going industry discussion about Millennials and their potential influence on the online gambling market, there appears to be a paucity of empirical research on the online gambling behavior of the Millennial generation. This study fills that gap in empirical evidence, addressing generational differences in online gambling.
... The gaming industry has struggled to cultivate the next generation of patrons as younger individuals are visiting casinos less frequently (Bokunewicz and Pandit 2016). In addition, patrons have access to more gambling options with the growth of brick and mortar locations, as well as online games (Suh et al. 2017). Furthermore, casinos are better matched for providing services to their older clientele as gaming floors are weighted toward slot machines, while younger demographics seek skill-based games (e.g. ...
... Furthermore, casinos are better matched for providing services to their older clientele as gaming floors are weighted toward slot machines, while younger demographics seek skill-based games (e.g. blackjack) (AGA 2018; Bokunewicz and Pandit 2016;Suh et al. 2017). This mismatch extends to promotional offers that casinos use for growing loyalty. ...
... As younger generations become the future of the gaming market, casinos need evaluate strategies to reach younger clientele (Suh et al. 2017). The underlying motivation for this study is comparing intergenerational promotional preferences so casinos can institute more efficient marketing, increase customer-value and thereby induce loyalty. ...
The expansion of gambling across the United States has made the gaming industry more competitive while the demographics of the gaming industry have evolved. Younger patrons are visiting casinos less frequently than their older counterparts, thus increasing the pressure to market to guests effectively. In this study, we investigate the differences in marketing, gaming, and entertainment preferences under the lens of Generational Cohort Theory (GCT). A survey with a discrete choice design was used to measure each generation’s gaming behaviors and marketing preferences, while a hierarchical Bayes model was used to examine intergenerational differences. The results show that younger cohorts have an increased preference for social-based gambling activities and greater preference for non-gaming offers. Considerations are noted with recommendations for the industry to help cultivate customer loyalty amongst the younger generations, which may ensure firm viability for years to come.
... Age is a well-recognized factor that explains differences in consumer behavior in online content consumption and digital culture (Lee 2009;Zhitomirsky-Geffet and Blau 2016). Generational cohort theory suggests that people who have lived at the same period of time and have had similar experiences will exhibit similar values, attitudes and beliefs, and that they will differ in these from other generations (Strauss and Howe 1991). People are greatly influenced by external or environmental events, such as economic depression, wars and political events. ...
... People from this generation are considered stable, loyal and hard-working (Pew Center Report 2010). Baby Boomers are considered as individualistic and as having strong ethical values, being active in the defense of human and workers' rights (Strauss and Howe 1991). Generation X is highly educated with a strong interest in personal life and a lack of trust in institutions; people from this generation look for self-fulfillment and are highly individualistic (Yu and Miller 2005). ...
... They show less loyalty and feel more comfortable with the internet and technologies than older generations, and they are less risk averse than Generation X (Reisenwitz and Iyer 2009). Some researchers have examined this group in order to understand its preferences and behavior (Eastman et al. 2014;Liu et al. 2019;Moqbel et al. 2017;Purani et al. 2019;SivaKumar and Gunasekaran 2017), while others have compared Millennials with mature consumer behavior (Hur et al. 2017;Mosquera et al. 2018;Suh et al. 2017). In recent years, research has suggested that it is necessary to split this group, dividing it into younger and older Millennials (Bolton et al. 2013;Debevec et al. 2013;Garikapati et al. 2016;Schewe et al. 2013). ...
This study provides new evidence on the differences between generational cohorts in terms of the effects of technology-related attributes and previous negative privacy and security experiences on users’ propensity to pay for cloud services. Previous negative privacy and security experiences have been examined as a source of different protection behaviors, but little is known about their effect on payment for a premium version of the product or service. Results obtained from a sample of 2480 cloud users show that ubiquity, data loss protection and ease of sharing are relevant aspects for the likelihood of users from the Baby Boomer generation paying for cloud services; for younger users from the Millennial generation, access to greater online resources is the most important technology-related aspect. Previous negative security experiences have a greater impact on payment likelihood for users from Generation X, while privacy concerns are more important for younger Millennial users. The importance of having had a privacy problem in the past decreases as age increases. Cloud service providers and firms with a freemium price strategy should take account of different age cohorts when designing their value offering, emphasizing different aspects depending on the target market.
... Generation Y consumers, born between 1977and 1994(Noble et al. 2009), are increasingly engaging in online gambling. Generation Y members are more likely to gamble online in their homes than in physical casinos (Griffiths and Barnes 2008), preferring skill-based and interactive games over chance-based games (Suh et al. 2017). In 2018, 21% of gamblers in Sweden were members of Generation Y (the largest group), playing for "fun and excitement" (Spel Inspektionen 2019b). ...
... This research contributes to the further understanding of gambling advertising in other countries among this cohort group beyond the UK and Australia, as suggested by Torrance et al. (2021a). This is important, given this group's relevance to the gambling industry (Suh et al. 2017). Moreover, this study examines how these advertising strategies impact the decision to avoid online casino brands (i.e., brand avoidance). ...
Online casinos are one of Sweden’s largest gambling sectors. Increased advertising investment and advertising frequency have sought to attract Generation Y consumers to these casinos, yet it has been suggested that advertising can contribute to avoidance behaviours towards products and services, including online casinos and specific gambling brands. The various advertising aspects used in gambling advertising and their impact on behaviour have not been widely researched. Thus, the purpose of this study was to explore the use of creative strategies in casino advertising and how it contributes to the avoidance of online casinos, specifically among Swedish Generation Y consumers. As an exploratory study, qualitative methods were used. Initially, 13 casino advertisements were analysed to identify the strategies used in the advertisements. These were then presented to Generation Y consumers in three focus groups and six in-depth interviews. The analysis of the advertising shows the use of people and characters in presenting the casino brand. Male voice-overs were utilised in addition to music and other casino-related sounds. The advertising also used bright colours to attract attention. The impact of these advertisements is that the content, the auditory cues rather than just music, the emotional response, and the frequency of the advertising were found to contribute to the avoidance of casino brands. Furthermore, the ethics and general attitudes to the industry impact the decision to avoid these brands. The managerial implication of this research shows the impact of advertisements on the decision to avoid a brand, specifically a casino brand.
... However, according to Suh et al. (2017), millennials are the largest generational consumers of sports betting, with more than a quarter participating. They were the most supportive of legalized sports betting (70% versus 55% of boomers) and had the most favorable opinion of the practice (68% versus 41%). ...
This study explores how factors of perceived authenticity (including continuity, integrity, and credibility) and sponsorship congruence impact attitudes toward sponsors and subsequent sports betting intentions and behaviors. We consider the moderating effect of sponsorship type (conventional versus commercial gambling providers) to identify differences among sponsors. We also employed latent segmentation analysis (a posteriori) to identify latent segments. The results indicate that segment differences are primarily related to the perceived similarity between sponsors and sports events. Fans of age exhibit less brand self-congruence, which negatively affects perceptions of authenticity and attitude toward the sponsor. Conversely, older fans perceive greater authenticity and positivity toward sponsors when there is congruence between the sponsor, the event, and fans’ identity. The sponsor type (conventional or gambling provider) did not differ significantly.
... This constitutes an essential factor for the growth of the habit in sports betting and leads to an increase in the volume of money wagered and the number of users, as mentioned by Rubio García (2018) and Chóliz and Saiz-Ruiz (2016). Concerning the millennial generation, they describe it as one of the influential and determining generations of the market because it reacts to their demands, which are based on technological evolution, having adapted to the digital age (Suh et al., 2017). ...
The growth and popularization of sports betting have led to the emergence of a new type of influencer: Tipsters, people and betting houses who influence and advise through social networks on the bets they consider most profitable. Both agents are also content-generating, forming a particular ecosystem with a specific narrative. The research examines the narratives of both the personal and betting houses profiles that make up the category of tipsters and their impact on younger generations. It also takes an in-depth look at the content and languages used by tipsters on social media and what determines their success in terms of followers and interactions. The period and place analyzed is the year 2020 in Spain, because it allows observing the differences between the periods of free transit and the quarantine period caused by Covid-19. The selection of the studied profiles is based on the five most recommended profiles, according to 10 rankings in the sports betting sector. The results show how the tipsters’ narrative was adapted to the context of the pandemic to maintain interest during the quarantine and not lose its influence towards millennials and centennials. Especially relevant is the period after the quarantine, with long periods of stay at home by young people, where the narrative has iconic, symbolic, and linguistic elements typical of war periods.
... Australian Senate Standing Committee onEnvironment and Communications, 2018;Deblaquiere et al., 2018). Such a cautionary measure is particularly important given the generational gaps in the knowledge and education about online gaming and the monetization systems used within them (e.g., Australian Senate Standing Committee on Environment andCommunications, 2018;Suh, et al., 2017). For example, in its submission to the Australian Senate Standing Committee on Environment and Communications, the Australian Institute of Family Studies noted that ''a lack of understanding of the issues [concerning loot boxes] among those 'not versed in gaming culture' means that 'such practices are often unclear to parents and, therefore, difficult to supervise''' (Australian Senate Standing Committee on Environment and Communications, 2018, para. ...
The recent exponential increase in the presence of loot boxes and other forms of microtransactions in online games, together with the consequential development of a ''token economy,'' have created regulatory challenges around the world. The similarities between loot boxes and traditional forms of gambling give rise to serious and long-term psychological and financial risks, particularly among a largely minor, vulnerable audience. Regulators must, therefore, decide whether loot boxes and microtransactions should be addressed in the same manner as traditional gambling activities. Recognizing that the legal definition of gambling is a policy matter for different legislatures, this paper proposes a new classification framework for loot boxes and microtransactions that could be adopted as a guide by regulators and gaming publishers operating in the global, hyper-connected landscape of online gaming. The framework is designed to assist policy makers to achieve consumer welfare goals while also not unduly restricting the ability of adult consumers to make informed decisions as to when they participate in gambling-like activities or inappropriately interfering with the legitimate commercial endeavors of game developers. This paper advances nascent commentary in relation to the growing integration of microtransactions and loot boxes in the structure and content of video games and outlines a reform agenda informed by regulatory global responses to the issue.
... Australian Senate Standing Committee onEnvironment and Communications, 2018;Deblaquiere et al., 2018). Such a cautionary measure is particularly important given the generational gaps in the knowledge and education about online gaming and the monetization systems used within them (e.g., Australian Senate Standing Committee on Environment andCommunications, 2018;Suh, et al., 2017). For example, in its submission to the Australian Senate Standing Committee on Environment and Communications, the Australian Institute of Family Studies noted that ''a lack of understanding of the issues [concerning loot boxes] among those 'not versed in gaming culture' means that 'such practices are often unclear to parents and, therefore, difficult to supervise''' (Australian Senate Standing Committee on Environment and Communications, 2018, para. ...
The recent exponential increase in the presence of loot boxes and other forms of microtransactions in online games, together with the consequential development of a ''token economy,'' have created regulatory challenges around the world. The similarities between loot boxes and traditional forms of gambling give rise to serious and long-term psychological and financial risks, particularly among a largely minor, vulnerable audience. Regulators must, therefore, decide whether loot boxes and microtransactions should be addressed in the same manner as traditional gambling activities. Recognizing that the legal definition of gambling is a policy matter for different legislatures, this paper proposes a new classification framework for loot boxes and microtransactions that could be adopted as a guide by regulators and gaming publishers operating in the global, hyper-connected landscape of online gaming. The framework is designed to assist policy makers to achieve consumer welfare goals while also not unduly restricting the ability of adult consumers to make informed decisions as to when they participate in gambling-like activities or inappropriately interfering with the legitimate commercial endeavors of game developers. This paper advances nascent commentary in relation to the growing integration of microtransactions and loot boxes in the structure and content of video games and outlines a reform agenda informed by regulatory global responses to the issue.
... The age variable was used to segment the sample into the respective generations. A respondent was deemed a Millennial if they were between the ages of 19-37 and a Baby Boomer if they were between the ages of 55-73 (Suh et al., 2017). Other demographic variables, such as gender, were used to assess the representativeness of the sample. ...
This paper examines the differences in consumers' intention to purchase travel online across Millennials and Baby Boomers. The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) is extended by including attitude, compatibility, innovativeness, perceived trust, and perceived risk variables. Data is collected using online questionnaires from Millennials (N=322) and Baby Boomers (N=318) in Australia. Overall, the empirical results revealed that factors affecting Australian consumers' intention to purchase travel online differ across generations. This study contributes to the literature by extending and testing the comprehensive research model to understand consumers' online travel purchase behaviour better.
... Another SGM manufacturer, GameCo, reported that after 2.5 years of operation, their customers were, on average, 25 years younger than the standard EGM player [15]. One possible explanation is that younger adults prefer gambling games that are more interactive and incorporate components of skill [16]. Additionally, familiarity with the game titles and mechanics of the non-gambling version of games could play a role in attracting this demographic [1••]. ...
Purpose of Review
Skill-based gaming machines (SGMs) add interactive and/or skill features to electronic gaming machines (EGMs), often modelled on elements from arcade, video, online, or mobile games. Availability of SGMs is expanding in the USA and internationally, but evidence of the impacts of these machines is lacking. To provide direction to policymakers and the scientific community, this review critically evaluates the relevant literature and suggests future avenues for research and consumer protection measures.
Recent Findings
Early data suggests that SGMs are most appealing to younger demographics and are likely to attract participation from regular gambling or gaming populations, potentially those with pre-existing problems. Studies of skill elements within other gambling activities indicate that players tend to overestimate their level of control in gambling situations that are determined by chance. Skill involved in SGMs could elicit illusions of control in players, which may contribute to the development of gambling problems.
Summary
The impact of introducing SGMs is still relatively unknown. There is limited robust ecologically valid research on the use of these machines within gambling venues. It is possible that, like other new gambling activities, the introduction of SGMs may lead to harm. Vulnerable populations may include young adults, those with pre-existing problems, and those already involved in gambling and video/mobile gaming. Preliminary consumer protection strategies include player education techniques and account management tools, paired with an empirical evaluation framework. Future studies, including laboratory and field trials, are needed to examine if SGMs more strongly appeal to at-risk gamblers, to determine whether players recognise skill versus chance components, and understand the relationship between involvement, increased cognitive distortions, and problem gambling.
Skill-based gaming machines (SGMs) include a skill-element within the random mechanisms of electronic gaming machines (EGMs). Concerns have been expressed that SGMs may increase erroneous beliefs among gamblers, which would exacerbate gambling problems. This paper presents the results of a survey of 184 Mechanical Turk workers with access to SGMs. Exploratory analyses were conducted on measures assessing understanding of the role of skill vs. chance in determining outcomes in SGMs, EGMs, and other gambling and gaming activities, gambling participation, problem gambling severity, and gambling-specific erroneous beliefs. SGM play was greater among participants who were younger, more frequently played mobile games or gambled on EGMs, and had higher problem gambling severity. Participants with prior SGM play experience did not have a greater understanding of SGMs, and had less accurate understanding of how EGMs operate, yet had a higher self-reported understanding. The results suggest that individuals with existing gambling problems may gamble on SGMs and that SGMs may also appeal to a new cohort who do not engage with existing gambling activities. Greater efforts are needed to enhance understanding of EGMs in addition to SGMs where these are available to enabled informed decision-making and reduce erroneous beliefs that may drive problematic play.
Hybrid gambling machines (HGMs) are a new gambling activity that combine the skill element of traditional video games with the random pay-out schedule of electronic gaming machines (e.g., slots). Developed to increase gambling by younger generations that favor video games, there is currently no empirical evidence regarding consumer views of HGMs to guide policy-decision making related to this new gambling activity. We use the theory of reasoned action (TRA) to investigate factors that motivate intentions to play these machines in two studies: (1) among 43 casino patrons and (2) among 184 US online participants residing in states where HGMs were available. Both samples completed surveys after exposure to actual or explanations of HGMs and slots. Analyses supported the prediction that positive attitudes towards HGMs and positively perceived subjective norms would predict intention to play HGMs and slots. The results suggest that the TRA is a useful framework for explaining intentions to gamble on traditional slot machines and new HGMs. The absence of research on HGMs makes these studies an important and necessary contribution to the empirical literature on machine gambling. Understanding individuals’ intentions to engage with HGMs is important to guide development of harm-minimisation practices and evaluate impact of policy changes.
Purpose
The purpose of this study is to explore the impact of Wi-Fi service on the millennial generation’s loyalty to restaurants. Additionally, this study examines the impact of Wi-Fi service on three different types of restaurants (coffee shops, fast-food restaurants and casual dining restaurants). Furthermore, this study examines the similarities and differences that exist cross-culturally between Americans and Koreans.
Design/methodology/approach
A total number of 480 questionnaires were collected to empirically test the study model. A factor analysis that used a principal components analysis with varimax rotation was performed to condense the loyalty items into a few underlying constructs, and the Cronbach’s alpha was checked to test for reliability. A multiple regression analysis and t -test were performed to test the study hypotheses.
Findings
The results show that Wi-Fi service has a significant impact on millennials’ loyalty behavior on all three types of restaurants in this study. However, the differences between Americans and Koreans on how they perceive the Wi-Fi services turned out to be significant only for coffee shops.
Research limitations/implications
The authors used a non-probability convenience sampling method for data collection. The findings cannot be generalized to other types of restaurants, such as fine dining and luxury restaurants. Although the results indicate a positive relation between Wi-Fi usage and a customer’s loyalty, loyalty is a multifaceted concept where a variety of factors, such as frequency or convenience can have an impact.
Practical implications
The findings should encourage marketers in the restaurant industry to use Wi-Fi as a value-added service for their customers.
Originality/value
There are limited studies on how significant Wi-Fi service is for the hospitality industry, and in particular, for restaurants. This study builds on the scholarship of Cobanoglu et al. (2012) on the value of the customer loyalty by providing new insights into customers’ views on Wi-Fi service in the restaurant industry.
This study empirically tests a stimulus-organism-response (S-O-R) structural model that proposes that an online casino's atmospheric cues and functional qualities influence individuals' affective and cognitive responses, which in turn impact consumer behavioural intentions. Using self-reported data from a primarily US-based sample, analysed elements of the online gambling site stimulus included high and low task-relevant cues, financial trust, and gambling value. Demographic characteristics were found to moderate the relationship between the stimulus and internal satisfaction, with demographic group differences found among all stimulus constructs. Results emphasise the significant role that atmospherics and functional qualities play in generating positive behaviours from online gamblers, with additional implications in marketplace competitiveness and in responsible gambling practices.
This study is the first to compare the accuracy of self-reported with actual monetary outcomes of online fixed odds sports betting, live action sports betting, and online casino gambling at the individual level of analysis. Subscribers to bwin.party digital entertainment's online gambling service volunteered to respond to the Brief Bio-Social Gambling Screen and questions about their estimated gambling results on specific games for the last 3 or 12 months. We compared the estimated results of each subscriber with his or her actual betting results data. On average, between 34% and 40% of the participants expressed a favorable distortion of their gambling outcomes (i.e., they underestimated losses or overestimated gains) depending on the time period and game. The size of the discrepancy between actual and self-reported results was consistently associated with the self-reported presence of gambling-related problems. However, the specific direction of the reported discrepancy (i.e., favorable vs. unfavorable bias) was not associated with gambling-related problems. (PsycINFO Database Record (c) 2014 APA, all rights reserved).
Profits generated from slot operations are critical to the success of all casinos, yet little research has addressed the nature of the customer experience regarding game interaction. The relationship between a reel slot player's time on device and the pay table's coefficient of variation (CV) is examined via computer simulation. The pay table CV is found to be inversely related to the player's expected time on device, as measured by pulls per losing player (PPLP). Findings confound the popular notion that par alone (i.e., house advantage) serves as a legitimate proxy for play time and bolster the research suggesting that standard deviation is the dominant force behind time on device, at the single-trip grain.
Internet gambling is one of the fastest growing gambling-related industries (Christian Capital Advisers 2006). As the Internet gambling industry expands, many stakeholders have created, or are in the process of creating, gambling-related policy. Policy makers promulgating these regulations rely on professional opinions and/or conventional wisdoms related to Internet gambling to guide them because of the lack of sufficient scientific research. There is an ongoing need for quality empirical research to guide the development of public policies that surround Internet gambling. This article summarizes the current state of scientific research about Internet gambling by identifying, describing, and critiquing the available peer-reviewed literature. To identify the peer-reviewed literature related to Internet gambling published between January 1, 1967 and March 7, 2008, we used the search term “Internet [AND] gambling” in the PubMed and PsychINFO search engines. Of the 111 articles identified by our systematic search, only 30 included Internet gambling as a focus. The study methods presented in the abstracts of these 30 articles indicate that none included actual gambling behavior: 10 provided self-reports of gambling behavior using samples not representative of the general population, and 20 of the 30 articles were commentaries. In response to the clarion call to improve the state of psychological research (Baumeister et al. 2007), we have conducted research utilizing actual Internet gambling behavior. In contrast to prior self-report and case study research, our investigations using actual Internet gambling behavior suggest an overall pattern of moderate Internet gambling behavior (LaBrie et al. 2007).
The goal of this study is to identify betting patterns displayed during the first month of actual Internet gambling on a betting site that can serve as behavioural markers to predict the development of gambling-related problems.
Using longitudinal data, k-means clustering analysis identified a small subgroup of high-risk gamblers.
Seventy-three percent of the members of this subgroup eventually closed their account due to gambling-related problems. The characteristics of this high-risk subgroup were as follows: (i) frequent and (ii) intensive betting combined with (iii) high variability across wager amount and (iv) an increasing wager size during the first month of betting.
This analysis provides important information that can help to identify potentially problematic gamblers during the early stages of gambling-related problems. Public health workers can use these results to develop early interventions that target high-risk Internet gamblers for prevention efforts. However, one study limitation is that the results distinguish only a small proportion of the total sample; therefore, additional research will be necessary to identify markers that can classify larger segments of high-risk gamblers.
The proliferation of gambling opportunities in Canada, coupled with an aging population, has led to an increased prevalence of gambling among older adults. Encouraged by this trend, gambling industries have modified their activities to attract and market to this group. Yet, older adults are not a homogeneous group. The life experiences, values, and attitudes shared by generations make a cohort-specific analysis of gambling among older adults a worthwhile pursuit. Drawing from the Dualistic Model of Passion (Vallerand et al. in J Pers Soc Psychol 85(4):756-767, 2003), we discuss the role of passion in shaping gambling behaviours, and the implications of a harmonious or obsessive passion on the benefits and risks to two distinct generations of older adults. Based on their generational attributes, we posit that members of the Silent Generation (those born between 1925 and 1942) stand to gain more from the benefits of recreational gambling, but also stand lose more from problem gambling, than their children's generation, the Baby Boomers (those born between 1942 and 1964). Preventative strategies to assist problem gambling seniors, along with recommendations for further research, are discussed.
The online gambling industry is one of the most revenue generating branches of the entertainment business, resulting in fierce competition and saturated markets. Therefore it is essential to efficiently retain gamblers. Churn prediction is a promising new alternative in customer relationship management (CRM) to analyze customer retention. It is the process of identifying gamblers with a high probability to leave the company based on their past behavior. This study investigates whether churn prediction is a valuable option in the CRM palette of the online gambling companies. Using real-life data of poker players at bwin, single algorithms, CART decision trees and generalized additive models are benchmarked to their ensemble counterparts, random forests and GAMens. The results show that churn prediction is a valuable strategy to identify and profile those customers at risk. Furthermore, the performance of the ensembles is more robust and better than the single models.
This study reports the results of a field experiment that assessed the relationship between free-play coupon value and a player’s slot gaming volume. Selected players in the customer database of a Las Vegas hotel casino received either a 100 free-play incentive. Results indicated little effect of coupon value on a player’s slot volume. Indeed, the analysis found that complimentary rooms had a greater effect on coin-in, and complimentary food and beverage had the greatest effect of all. These findings imply that offering a relatively high incentive may not necessarily be more effective than providing a comparable lower incentive value in increasing a player’s slot gaming volume. Instead, casino managers should consider the overall profit picture from a given incentive and assess whether particular players are more responsive to complimentary amenities, such as room, food and beverage.
Psychology calls itself the science of behavior, and the American Psychological Association's current "Decade of Behavior" was intended to increase awareness and appreciation of this aspect of the science. Yet some psychological subdisciplines have never directly studied behavior, and studies on behavior are dwindling rapidly in other subdisciplines. We discuss the eclipse of behavior in personality and social psychology, in which direct observation of behavior has been increasingly supplanted by introspective self-reports, hypothetical scenarios, and questionnaire ratings. We advocate a renewed commitment to including direct observation of behavior whenever possible and in at least a healthy minority of research projects.
© 2007 Association for Psychological Science.
Part one of this paper highlights how students today think and process information fundamentally differently from their predecessors, as a result of being surrounded by new technology. The author compares these “digital natives” with the older generation who are learning and adopting new technology naming them “digital immigrants”.
Customer relationship management (CRM) enjoys increasing attention as a countermeasure to switching behaviour of customers. Because foregone profits of (partially) defected customers can be significant, an increase of the retention rate can be very profitable. In this paper we focus on the treatment of a company's most behaviourally loyal customers in a non-contractual setting. We build a model in order to predict partial defection by behaviourally loyal clients using three classification techniques: Logistic regression, automatic relevance determination (ARD) Neural Networks and Random Forests. Focusing on partial attrition of high-frequency shoppers who exhibit a regular visit pattern may overcome the problem of unidentifiability of total defection in non-contractual settings. Classification accuracy (PCC) and area under the receiver operating characteristic curve (AUC) are used to evaluate classifier performance on a test/hold-out sample. Using real-life data from an FMCG retailer, we show that future partial defection can be successfully predicted, i.e. exceeding the benchmark hurdle of the null model. There are no significant differences in terms of performance among alternative classification techniques. Similar to direct-marketing applications we find that past behavioural variables, more specifically RFM variables (recency, frequency, and monetary value) are the best predictors of partial customer defection. This set of variables complements demographic variables confirming findings by other authors about its importance in predicting churn behaviour. Moreover, additional variables (listed in decreasing order of importance) such as the length of customer relationship, mode of payment, buying behaviour across categories, usage of promotions and brand purchase behaviour are shown to be moderately useful to incorporate in attrition models.
Generation revelation
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Smartphones lead to rise in millennials gambling online
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Michigan to take another swing at online gambling legalization with new bills
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Casinos prepare for changes to draw next generation
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Millennials are about to outspend the baby boomer, catching the retail industry off guard
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Kruskal-Wallis H Test using SPSS Statistics
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SPSS workbook for new statistics tutors
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MGM Grand’s LEVEL UP raises the bar for modern gaming
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Generations change how spending is trending
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Why do Internet gamblers prefer online versus land-based venues? Some preliminary findings and implications
Are you born to be better off than your parents?
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Casino industry’s ‘millennial obsession’ ignores previous generations
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