Broadening an understanding of problem gambling: The lifestyle consumption community of sports betting

Ross Gordon, Lauren Gurrieri and Michael Chapman

Journal of Business Research, 2015, vol. 68, issue 10, 2164-2172

Abstract: This paper presents a study offering insight and understanding of the emerging concept of lifestyle consumption community in the context of sports betting in Australia. Recent research has identified the utility of socio-cultural approaches for understanding gambling, broadening the scope of research beyond an individual psychology perspective. Heretofore, the concept of ‘problem gambling’ has mostly focused on pathological gamblers. However, scholars in the field have argued for a repositioning of the framing of gambling. This study utilizes an interpretivist research approach, featuring friendship group interviews with young adult non-pathological gamblers engaging in sports betting aged 18–30. The findings offer insights on the locus, power structure, purpose, marketing potential, time span, structure, and social position of lifestyle consumption communities. The utility of consumer culture theory research for offering a broader understanding of gambling is identified. Implications for marketing management, consumer culture theory, and ideas for future research are discussed.

Keywords: Gambling; Sports betting; Lifestyle consumption community; At-risk consumers; Australia; Transformative consumer research (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:10:p:2164-2172

DOI: 10.1016/j.jbusres.2015.03.016

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