The Psychology of Casino’s
Anyone who has been to Las Vegas will know that casinos are fascinating places. According to Kati St Clair, a business psychologist, the aim is to induce a trance-like state in gamblers.
Casinos make you feel intimate, enclosed, euphoric; you’re in a suggestible state in which you want to stay where you are, continuing to do what you are doing,
So how do they do it?
Sense of time
There are no windows or clocks. Gamblers have no idea whether it’s light or dark or sunny or rainy outside. Time becomes meaningless.
There’s intentionally poor navigation. They are built like mazes meaning it’s usually tough to find a way out. They even build the floors on a minimum slope to the center of the casino so that you automatically walk to the center of the casino.
There’s a constant barrage of noises. Slot machines spin, games ding and dong, coins hit metal, there’s the pitter patter of the people running the games, etc. Many of these sounds, like the ringing of the slots, is there to give you a false sense of hope (“If all of those bells are ringing, somebody must be winning!”).
Loose slot machines — ones that pay out more often — are placed near highly trafficked areas (e.g. the aisles, change booth, restaurants, etc.) so more people witness winners.
Gamblers at the Las Vegas Hilton Casino spent 50 percent more time playing slot machines when the space was perfumed with a floral scent than when it smelled like an everyday casino. The stronger the fragrance, the longer individuals gambled.
The result: a completely immersive and compelling customer experience.
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