Against the odds: Why we can’t resist taking a gamble

Thursday, February 02, 2012 | Posted by: Fiona Cullinan
Categories: Personal, Protecting your wealth | Tags: Bespoke magazine, risk, psychology, reward, casinos, gambling, gamble

Psychologist Donna Dawson reveals the psychological drivers and casino tricks that make gambling a very risky business…

For all the glamour and eye-popping showmanship of Las Vegas and Macau, the truth remains that gamblers are more likely to lose money than win it. It’s a fact that most will admit and at its heart are four drivers that make it so compulsive.

GAMBLING’S FOUR PYSCHOLOGICAL DRIVERS

1. Occasional rewards lead to riskier behaviour
‘Intermittent reinforcement’ means that instead of always rewarding someone for repeated behaviour, such as playing a slot machine, you vary the timing of the reward so that the gambler only wins ‘now and then’. Research shows that getting infrequent rewards actually reinforces the desire to gamble. Accompanying the win with flashing lights, sirens and other special effects offers positive reinforcement that outweighs the negative effect of any previous losses.

2. The illusion of control
Most gambling games – slot machines, blackjack, roulette, horses – are designed to make us feel that there is an element of control, whether it’s the game you pick, the numbers you choose to bet on, or a choice between ‘X’ and ‘Y’ that determines the amount won. This leads the gambler to believe that skill can be exerted over the outcome, when it is mostly or completely defined by chance.

3. Raised arousal levels
The prospect of huge winnings generates an excitement that allows the gambler to fantasise about what changes he could make to his life if he won – so gambling is not only about the present, it’s about the future as well. The prospect of beating others also sharpens the competitive spirit. Research shows that games that require some skill generate the most excitement, and act to lift mood and enhance self-esteem.

4. Release from stress
Gambling is an entertaining activity, played in pleasant surroundings that allow a degree of socialising. Apart from that, gamblers say that it is a means of distraction from worry, problems and responsibilities – and ‘problem gamblers’ say this even more. Research reveals that women gamble more for emotional reasons, such as loneliness or depression, while men gamble more due to peer pressure or financial problems. It is mostly low-skill games that are played to alleviate stress or boredom.

To add to the impetus, many of the owners or marketing managers of casinos employ environmental psychology to encourage gamblers to either gamble or to keep gambling. This has to do with subtly controlling the elements around a gambler to affect his mood and behaviour.

CASINOS’ FIVE PSYCHOLOGICAL HOOKS

1. Altering day/night reality
There are no clocks or windows in casinos; this is to block out any temptations from the outside world. The Venetian hotel and casino in Las Vegas uses lighting to alter the ‘feel’ for the time of day: for instance, in the morning, the indoor painted sky and streetlights have an evening ambience – thus insinuating that it isn’t too early to gamble or drink – while in the evening, the lighting looks more ‘mid-morning’ to suggest that it is too early to go to bed.

2. Controlled architecture
Casinos are rarely open-plan; this is to prevent gamblers seeing at one glance if they are not busy, which might put them off. Also, this encourages potential gamblers to explore. Research shows that smaller, intimate clusters of gambling areas encourage punters to gamble more, and for longer. Other tricks include building the casino floor so that it slopes slightly towards the centre of the action, making it more of an effort to walk away. Casino hotels often make all traffic pass through the casino, omit signposts to other parts of the hotel – including to your room! – and create a purposeful shortage of seating, except at slot machines and gaming tables.

3. Olfactory influence
Research shows that a floral aroma in the air encourages people to gamble – the stronger the scent, the more people gamble. This is known in the trade as ‘coercive atmospherics’, and may even include pumping extra oxygen into the casino air to keep gamblers from getting tired and therefore quitting.

4. Carpet tricks
Believe it or not, ‘busy’ carpet patterns in garish colours force the eye to look away and up, toward the games tables and slot machines. Research shows that rounded designs in carpets are more relaxing than angular, geometric ones, and there is evidence to suggest a ‘rainbow design’ makes you feel more lucky.

5. Background noise
In general, a noisy background (electronic noises of machines, stacking of chips, groans and whoops of customers) helps to keep gamblers stimulated and alert. Background music going around on a loop can become reassuringly familiar, causing you to feel more secure and even putting you in a trance-like state.

Image: (CC) fr4dd

This is an edited version of an article by Donna Dawson and published in Grant Thornton’s Bespoke magazine for private clients. To receive future editions of Bespoke, please email your name and address to .(JavaScript must be enabled to view this email address)

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