On multiline slot machine games, small “wins” often amount to less than the spin wager, resulting in a monetary loss to the gambler. Nevertheless, these monetary losses are still accompanied by “winning” (and potentially reinforcing) audio-visual feedback. Dixon, Harrigan, Sandhu, Collins, and Fugelsang (2010) termed these potentially reinforcing losses as losses disguised as wins, or LDWs. Dixon et al. previously showed that novice gamblers appear to somatically miscategorize LDWs as wins rather than correctly categorizing these outcomes as losses. Two studies are presented which investigated whether novice gamblers would psychologically miscategorize LDWs as wins as well. In both studies, we investigated participants’ categorizations of LDWs using two measures. First, we asked participants to recall how many times they had won during a playing session and predicted that if participants miscategorize LDWs as wins, then they should conflate LDWs and wins in memory. In Study 1, participants played 200 spins on a real slot machine game with either relatively fewer or relatively many expected LDWs. We found that participants who experienced more LDWs during the playing session recalled winning significantly more often than participants who experienced fewer LDWs, despite how many actual wins the participant experienced, or how much they won or lost overall. In Study 2, we found that participants recalled winning significantly more often in simulator games with more rather than fewer LDWs, despite identical numbers of real wins and identical payback percentages in both games. We referred to this type of memory error as the LDW overestimation effect. The second measure we used to investigate participants’ categorizations of LDWs was more immediate and direct. We evaluated whether participants would miscategorize LDWs as wins or correctly categorize these outcomes as losses by simply asking them to verbally label slot machine spin outcomes. In both studies, we found that the majority of participants miscategorized LDWs as wins rather than correctly categorizing the outcomes as losses. Implications for problem gambling are discussed.

On multiline slot machine games, small “wins” often amount to less than the spin wager, resulting in a monetary loss to the gambler. Nevertheless, these monetary losses are still accompanied by “winning” (and potentially reinforcing) audio-visual feedback. Dixon, Harrigan, Sandhu, Collins, and Fugelsang (2010) termed these potentially reinforcing losses as losses disguised as wins, or LDWs. Dixon et al. previously showed that novice gamblers appear to somatically miscategorize LDWs as wins rather than correctly categorizing these outcomes as losses. Two studies are presented which investigated whether novice gamblers would psychologically miscategorize LDWs as wins as well. In both studies, we investigated participants’ categorizations of LDWs using two measures. First, we asked participants to recall how many times they had won during a playing session and predicted that if participants miscategorize LDWs as wins, then they should conflate LDWs and wins in memory. In Study 1, participants played 200 spins on a real slot machine game with either relatively fewer or relatively many expected LDWs. We found that participants who experienced more LDWs during the playing session recalled winning significantly more often than participants who experienced fewer LDWs, despite how many actual wins the participant experienced, or how much they won or lost overall. In Study 2, we found that participants recalled winning significantly more often in simulator games with more rather than fewer LDWs, despite identical numbers of real wins and identical payback percentages in both games. We referred to this type of memory error as the LDW overestimation effect. The second measure we used to investigate participants’ categorizations of LDWs was more immediate and direct. We evaluated whether participants would miscategorize LDWs as wins or correctly categorize these outcomes as losses by simply asking them to verbally label slot machine spin outcomes. In both studies, we found that the majority of participants miscategorized LDWs as wins rather than correctly categorizing the outcomes as losses. Implications for problem gambling are discussed.

This study investigated the normalisation of gambling within the New Zealand context to explore whether an ausugenic environment exists, using qualitative interviews in combination with a self-ethnography. An ausugenic environment is one where gambling has become embedded in the cultural attitudes and behaviour of a society to the extent that it is no longer considered to be an abnormal or noteworthy activity. In order to investigate this two phases of qualitative interviews were conducted with the first being with members of the public who were also asked to record a diary of gambling related things they noticed over the course of a weekend. To better understand the results for diary participant responses, the researcher underwent the same diary keeping process during the same weekend while also revisiting locations described by the participants to validate their reports. The second phase involved interviews with counsellors from the Problem Gambling Foundation of New Zealand to explore their attitudes towards gambling and experiences that their clients who were most affected by gambling in New Zealand. The outcomes of this research were two conceptual models that propose how individuals normalise gambling behaviour personally as well as how society both creates and perpetuates an ausugenic environment. This study also discusses the concept of environmental normalisation as a development upon advertising wearout theory. It suggests that individuals may become blind to attitudes and stimuli within their environment after prolonged periods of exposure through many different sources. The idea that this may be not simply something that advertisers seek to avoid as is classically thought, but implemented as a deliberate strategy for organisations seeking to gain wide acceptance of their product or service is also proposed. The study ten seeks to make significant contributions towards the betterment of society through use of the findings to recommend policy alterations the New Zealand Government should implement and suggest alternative ways that the treatment of problem gambling is addressed in future.