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Vendors putting their scratch cards on the table : factors influencing vendors' compliance behavior

Rest, F.F.B. van der (2015) Vendors putting their scratch cards on the table : factors influencing vendors' compliance behavior.

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Abstract:Background: Vendors of gambling products are in the unique position to influence the sales of gambling products to minors. This research is the first to extensively explore the vendors´ perspectives on the age limit of gambling products. More specific, it provides a view on 1) what vendors encounter on the shop floor, and 2) the vendors’ knowledge, ability, and motivation to comply with the age limit. Methods First, mystery calls were conducted (n=69) with tobacconists, who sell gambling products. This, to measure the vendors´ knowledge of the legislation and the advice function of the vendors towards parents. The second study was conducted with telephone interviews (n=43), to examine what vendors experience in their daily practice on the shop floor, and their knowledge, ability, and motivation to comply. Additionally, the second study focused on improvements to reduce minors’ access with gambling products. Results: On the shop floor, vendors encounter that minors’ regularly try to buy gambling products and secondary purchasing is a major issue which is merely done by parents. Generally, vendors know the legislation and are convinced that they are able to comply with the age limit although the government does not provide any information on compliance. Vendors avoid non-compliance by making use of several tools. However, the fact that the age of the customer needs to be estimated and crowdedness in the shop are perceived as a negative influence on compliance. Vendors are motivated to comply, even though this motivation is mostly based on avoiding a penalty. Although vendors stated to comply, a few of the vendors believe gambling is harmless. According to vendors, also penalizing the minor when attempting to buy gambling products is a prevalent solution to reduce minors’ access to gambling products. Conclusions: The findings imply that vendors know the legislation, are motivated to comply but are not always able to. Although vendors are motivated to decrease non-compliance, youth access to gambling products is of less concern to them. Several implications are given to improve compliance and the work environment of vendors, and to prevent secondary purchasing. If the government wants to improve the current situation these implications are a good starting point.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/67115
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