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This research examined the relationship between casino atmosphere and at-risk gambling intentions (likelihood of gambling beyond planned levels). Video simulations were developed to represent two models of casino design. The playground design is distinguished by spaciousness, pleasing décor elements, green space and moving water. The gaming design focuses entirely on the gambling machines and features low ceilings and crowded gaming areas. Two simulations of each casino design were created by including either ambient gambling sounds or by replacing those sounds with a music track. Measures of psychological reactions and at-risk gambling intentions for the four settings were collected from 101 (56 males) gamblers. Music increased perceived at-risk gambling intentions in the playground setting. At-risk intentions, however, decreased with music for the gaming design. This study suggests atmospheric variations within a casino should be tailored to the specific macro gaming environment.
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Marmurek et al. (2007) studied this question.
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