Investigating preferences for gaming machine features in problem and non-problem gamblers using a consumer choice methodology

Abstract

Conjoint analysis is a specialized statistical technique that is used widely in studies of consumer psychology and marketing to determine the relative importance of specific product characteristics in customer choice. In this form of analysis, a finite and pre-determined series of n product characteristics is used to generate sets of product configurations that are then ranked by respondents. Using these rankings, it is possible to generate individualized profiles of the relative proportion of choice governed by each characteristic in the form of 'part-worth' estimates. In this study, a sample of 41 regular EGM gamblers (24 moderate risk and problem gamblers and 17 non-problem gamblers) as classified by the Canadian Problem Gambling Index (CPGI) were asked to rank their preferences for commercially available gaming machines, that varied in terms of the maximum prize, credit denomination, maximum lines, and the availability of free-spin or bonus features. This paper summarises the potential contribution of conjoint analysis to the study of gambling and provides a comprehensive summary of the similarities and differences observed between the choice profiles of problem and non-problem gamblers. The implications of these findings for regulation and responsible gambling are discussed.