The Physical and Psychological Measurement of Gambling Environments

Abstract

This research examined the influence of the physical design of gambling venues on emotion. Two competing casino designs were identified. According to Kranes's playground model, casinos should include environmental elements designed to induce pleasure, legibility, and restoration. In contrast, Friedman proposed a set of design principles focusing on the machines as the dominant feature of the décor. Three exemplars of each design were identified. Measures of emotional reactions to the casinos were collected from 22 people who had gambled in all six casinos. Kranes-type casinos yielded significantly higher ratings than did Friedman-type casinos on pleasure and restoration (relief from environmental stress). Future research should focus on design variations that can be built into a Friedman-type setting to enhance restoration.