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PhD research student

Otila Osbourne imageTitle of research: Digging Deeper: an exploration of online gambling behaviours in older women and the role of social marketing

Qualifications: Marketing (Hons) (Victoria University of Wellington), Master of Business Administration (Victoria University of Wellington)

PhD start date: 1 February 2020

Supervisors:Professor Maree Thyne, Associate Professor Kirsten Robertson and Dr Janet Davey (Victoria University of Wellington)

Email:osbot582@student.otago.ac.nz

Research summary:

Online gambling has increased significantly over the past decade as human beings struggle to cope with the stresses and uncertainty of modern living. Of concern is the impact of online gambling behaviour among vulnerable communities, particularly older women. Whilst social marketing is used to effect behavioural change in the health sciences, evidence of social marketing in gambling research is scarce.

This study will explore the role of social marketing in relation to the online gambling behaviour of older women through two divergent theoretical frameworks. The evolutionary “Foraging Theory” will investigate the behavioural ecological factors that underpin gambling behaviour while “Self-Determination Theory” will explore the psychological drivers that motivate older women to gamble online. Social Marketing theory will determine the role of social marketing in relation to the behaviour of older female gamblers. This cross-culture study between New Zealand and Ireland is expected to contribute to marketing science, gambling and consumer behaviour research.

Research interests:

  • International marketing
  • Addiction and personality trait research
  • Women's studies
  • Business management and technology
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