Il vissuto del gioco d'azzardo tra credenze ed atteggiamenti

The research deals with the structure and the evolution of the gambling sector. The analysis focuses on the players’ attitude - declined in terms of behaviour and product experience - in order to understand the relationship they weave with the game through their ratings, beliefs and emotional reactions. The aim is to outline a general model of behaviour and provide useful information for the design of effective social marketing policies. The study has been developed through standard and nonstandard research techniques and a structured questionnaire has been constructed and validated to measure attitudes towards gambling. Public stakeholders and companies can exploit the results of the present research to identify the main potential factors of risk and the key elements for the promotion of responsible gambling.