Lottery Promotions at the Point-of-Sale in Ontario, Canada

Lynn C. Planinac, Joanna E. Cohen, Jennifer Reynolds, Daniel J. Robinson, Anne Lavack, David Korn

Research output: Contribution to journalArticle

Abstract

We documented the extent of point-of-sale (POS) lottery promotions in Ontario, Canada and the relationship between lottery promotions and store and city characteristics. This is the first quantitative study of POS lottery promotions. A total of 366 stores-independent and chain convenience stores, gas stations and grocery stores-were visited across 20 cities in Ontario. Data collectors unobtrusively observed the type of lottery promotions in each store and completed a data collection checklist. A lottery promotion index was created and hierarchical linear modeling (HLM) was conducted to examine the relationship between extent of lottery promotions and independent variables such as neighbourhood socioeconomic status and city prevalence of lottery ticket purchasing. POS lottery promotions were widespread across Ontario, with the highest level of promotion found in independent convenience stores. In the multivariable HLM model, none of the remaining independent variables remained statistically significant, except for store type. Lottery promotions are extensive at the POS in Ontario. These findings can help initiate discussions around the appropriateness and possible future regulation of this form of advertising.

Original languageEnglish (US)
Pages (from-to)345-354
Number of pages10
JournalJournal of Gambling Studies
Volume27
Issue number2
DOIs
StatePublished - Jun 1 2011

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Keywords

  • Advertising
  • Gambling
  • Lottery
  • Marketing
  • Observations
  • Point-of-sale
  • Retail

ASJC Scopus subject areas

  • Sociology and Political Science
  • Psychology(all)

Cite this

Planinac, L. C., Cohen, J. E., Reynolds, J., Robinson, D. J., Lavack, A., & Korn, D. (2011). Lottery Promotions at the Point-of-Sale in Ontario, Canada. Journal of Gambling Studies, 27(2), 345-354. https://doi.org/10.1007/s10899-010-9208-y