Golden-Age Gambling: Psychological Benefits and Self-Concept Dynamics in Aging Consumers' Consumption Experiences

Phenomenological investigation of casino gambling among older consumers yields the identification of the psychological benefits of this consumption experience for this population. Control, Lift, and Escape emerge as central themes as older consumers' gambling experiences unfold, and the elements and psychological outcomes of each of these themes are discussed. Through interpretive analysis, a conceptual framework is developed in which these factors serve an intermediary role between the more shallow hedonic responses of "fantasies, feelings, and fun" (Holbrook & Hirschman, 1982) and deeper aspects of the self. It is proposed that the psychological benefits of gambling and other forms of experiential consumption may ultimately reinforce and enhance seniors' self-concepts.