Mitigating the detrimental effect of skeuomorphism on gambling behavior

Matthew D. Meng and R. Bret Leary

Journal of Consumer Affairs, 2022, vol. 56, issue 2, 969-981

Abstract: Skeuomorphism is a design style that retains superfluous aspects in modern designs. A strong proponent of skeuomorphism is the gambling industry, with many digital games appearing similar to physical games (e.g., barrels “spinning” on digital slot machines), even though these elements serve no functional purpose. Despite the extensive use of skeuomorphs in modern gambling interfaces, little research has examined their link to gambling behavior and, in particular, their potential negative effects on well‐being. Through three studies, the current research finds evidence that skeuomorphic design elements (vs. flat design) can increase amount gambled in games of pure chance, an effect that is moderated by locus of control (i.e., internals show a greater effect). Further, highlighting the uncontrollability of skeuomorphic games significantly reduces intended amount bet, thus impacting well‐being. Implications of these findings for consumers, advocacy groups, policy makers, and marketers are discussed.

Date: 2022
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