Online ‘gaming’ is fun, but ‘gambling’ is shady?
Posted by staff / October 21, 2013 Ashlee Humphreysindustry labelinnocent entertainmentKathy LaTourSchool of Hotel Administration
Whether you think online betting is innocent entertainment or a shady activity may have to do with what you call it, according to a new study that shows how industry labels help shape consumer attitudes.
“Changing an industry label from gambling to gaming affects what consumers, especially nonusers, think of betting online,” write Kathy LaTour, associate professor of services marketing at the School of Hotel Administration at Cornell University, and Ashlee Humphreys of Northwestern University’s Medill School of Journalism.
“A label like gaming prompts all sorts of implicit associations like entertainment and fun, while a label like gambling can prompt seedier implicit associations like crime.”
Full story at Futurity.
Photo credit: Benjamin Watson/Flickr
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