Mitigating the detrimental effect of skeuomorphism on gambling behavior

• Published date: 01 June 2022
• Author: Matthew D. Meng,R. Bret Leary
• Date: 01 June 2022
• DOI: http://doi.org/10.1111/joca.12427

PRACTICAL APPLICATION

Mitigating the detrimental effect

of skeuomorphism on gambling behavior

Matthew D. Meng

1

| R. Bret Leary

2

1

Huntsman School of Business, Utah

State University, Logan, Utah, USA

2

College of Business, University of

Nevada-Reno, Reno, Nevada, USA

Correspondence

Matthew D. Meng, Huntsman School of

Business, Utah State University, 3550 Old

Main Hill, Logan, UT 84322, USA.

Email: matthew.meng@usu.edu

Funding information

None.

Abstract

Skeuomorphism is a design style that retains superfluous

aspects in modern designs. A strong proponent of

skeuomorphism is the gambling industry, with many digi-

tal games appearing similar to physical games (e.g., barrels

“spinning”on digital slot machines), even though these

elements serve no functional purpose. Despite the exten-

sive use of skeuomorphs in modern gambling interfaces,

little research has examined their link to gambling behav-

ior and, in particular, their potential negative effects on

well-being. Through three studies, the current research

finds evidence that skeuomorphic design elements (vs. flat

design) can increase amount gambled in games of pure

chance, an effect that is moderated by locus of control

(i.e., internals show a greater effect). Further, highlighting

the uncontrollability of skeuomorphic games significantly

reduces intended amount bet, thus impacting well-being.

Implications of these findings for consumers, advocacy

groups, policy makers, and marketers are discussed.

KEYWORDS

consumer protection, gambling, information provision,

public policy, skeuomorphism

1|INTRODUCTION

Skeuomorphism (i.e., the use of obsolete design aspects in modern products and interfaces;

Basalla, 1988) is an exceedingly common design technique present in today's marketplace. This

Received: 24 July 2020 Revised: 13 August 2021 Accepted: 19 November 2021

DOI: 10.1111/joca.12427

© 2021 American Council on Consumer Interests.

J Consum Aff. 2022;56:969–981. wileyonlinelibrary.com/journal/joca 969