Study on Human Cognition: A study challenging Gambling Businesses using a Cognitive Model for Casinos

Abstract It has been Two years since the bill to legalize casinos in Japan was enacted. Since casinos are avoided by many people in Japan, the promoters try to keep gambling images out of their publicity as much as possible. These promoters are relatively irreverent as to the effect of their promotions in order to enter the Japanese market successfully. Therefore, in this study, the perceptive aspects of those who do not have positive thoughts about casinos have been explored. This was done by designing a hypothetical human cognitive model. Data obtained from a total of 400 subjects through questionnaire survey was analyzed. From the results, it was found that the existing conventional PR methods of promoting casinos as resorts did not necessarily reduce the resistance and aversion to casinos in the minds of their detractors. The initiatives were discussed in order to make the opposition change their minds effectively through educating them to a level of understanding of what casinos are in terms of rules etc., as well as letting them try gambling so as to measure their practical feelings.