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Consumer vulnerability in the context of gambling
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School of Business |
Bachelor's thesis
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en
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33
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The gambling industry has been a subject of controversiality for many decades. This is, because gamblers may be affected by gambling related harm. In the gambling industry, there is potential for gambling operators to exploit vulnerable consumers, such as children and adolescents and problem gamblers. Often this exploitation happens by irresponsible gambling advertising. The objective of this thesis is to study gambling and gambling advertising from a lense of consumer vulnerability, with an additional focus on how children and adolescents are represented in gambling studies as vulnerable consumers. The concept of consumer vulnerability is rarely used in gambling studies, hence the goal of this thesis is to fill this gap by offering a literature review of both consumer vulnerability and studies related to gambling, as well as gambling advertising.
The literature review is conducted by reviewing peer-reviewed articles from different fields, mainly from marketing and gambling fields. However, also publications from fields, such as psychology and business ethics are reviewed. The findings of the study suggest that consumer vulnerability as a concept should be utilized more in gambling related studies. What is more, the author suggests that all regulation regarding gambling industry should be justified with evidence-based research, and to be global rather than situation-specific. Also, this thesis opines that vulnerable consumers should be heard by policymakers, in order for the vulnerable consumers to be helped in the best manner possible.