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Throughout my career I’ve carried out quite a lot of research into the marketing and advertising of gambling and the way in which some gambling operators use psychology to exploit our senses to maximize profit. Connected to this, I’ve also published a number of papers that have examined the role of sound (and particularly music) can influence the way in which individuals gamble (see my previous blog on this and ‘Further reading’ below).
The reason I mention this was that I recently came across an online article by Fast Company entitled ‘The 10 most addictive sounds in the world’ based on some market research carried out by Martin Lindstrom, the Danish ‘neuromarketeer’, author of the book Buyology – Truth and Lies About Why We Buy (I do love a good pun). Lindstrom is known for using neuroscientific techniques to help commercial operators better understand their clientele. One of his collaborations was with Elias Arts (a sound and music design company) who joined forces to examine the world’s most ‘addictive sounds’ in what an article in The Village Voice dubbed a “neuromarketing experiment”.
Obviously, my interest was piqued when I saw the use of the word ‘addictive’ but their working definition of ‘addictive’ had nothing to do with individuals being addicted to sounds but simply referred to an individual’s response to specific sounds. (Even with this explanation, I still can’t see why the word ‘addictive’ was used but its’ use probably guarantees more people – like myself – will want to read about the study). Lindstrom told the media that:
“We have all those top 10s of everything, but most top 10s are based on the visual sense. What we realized in another study is the most prominent sense we have [when we see a commercial] is not the sense of sight or smell, but the sense of sound”.
As far as I can tell, the study Lindstrom carried out has not been formally published in a peer reviewed journal (although he has published academic papers). The study was described in the international media as involving 50 participants and the research team monitored their brainwave, pupil, and facial muscle activity while listening to 50 different everyday sounds (both man-made ‘branded’ sounds and those ‘non-branded’ sounds that occur naturally). Lindstrom concluded that the most ‘addictive sounds’ weren’t necessarily the non-branded sounds of nature because some of the commercial man-made branded sounds (described as “beeps, jingles and ditties”) were more ‘addictive’ than a number of familiar sounds found in everyday life.
Overall, sound of a baby giggling was ranked as the most ‘addictive sound’ (although I’ve not seen the specific methodology employed to ascertain how being the top ‘addictive sound’ was actually assessed. Apparently Lindstrom examined the “dimension of the responses” and the “contrast and balance of all three [brainwave, pupil and muscle] factors” – although he did admit that such factors can lead to both positive and negative reactions). The second and third spots were Intel’s computer startup chime and the sound of a vibrating mobile phone. Other top non-branded sounds were the sound of a sizzling steak and the lighting of a cigarette being inhaled. Lindstrom claimed that the participants “weren’t responding to the structures of the sounds, but what they mean in a greater social context”. In relation to what makes a sound ‘addictive’, Lindstrom did at least make one reference to a classic sign of addiction (i.e., craving):
“It’s not the sound itself, but the consequence of the sound. A laughing (or crying) baby elicits a maternal protection mechanism, a buzzing cell phone prompts a pick-up, a sizzling steak means a solid meal is on the way. For advertisers and consumers, the research indicates a whole new battleground of multi-sensory advertising. Sometimes the sound from one category generates a craving in another category. For example, given the links between tobacco and beverages, the sound of a cigarette being lit could be used in an ad for alcohol. Although sound is more intuitive for people, the field is still quite young. It will be a long time before it will be so prominent”.
In a story for ABC News, other academics were asked for their thoughts on Lindstrom’s study. One American ‘auditory neuroscientist, Professor Barbara Shinn-Cunningham (actually Professor of Biomedical Engineering at Boston University) said that:
“Although the sounds identified by the study are extremely meaningful, with the exception of the giggling baby, most are not inherently addictive. They’re identifiable. They brain responds to repetition. Our brains are good at picking out patterns that repeat. We’ve evolved to do that. If I chose an arbitrary sound, as long as it was clear and distinctive, and then played it 50 times a day for the next five years (as many of the branded sounds have been), it would become attention-grabbing. I don’t think [the sounds on the list are] so much addictive because of their acoustic properties, but because of their ubiquity. There is neurophysiological evidence showing that brain is hardwired to notice certain kinds of sounds. For example, the abrupt, jarring sound of a slamming door could prompt cells in a person’s brain stem to fire even before that person was conscious of it. For early humans, that kind of sound could have meant it’s time to run for the hills. [Also] studies have demonstrated the existence of a so-called ‘cocktail party effect’. At a party, if you hear your name in the background, even if you’re not paying attention, that’s something that will draw your attention involuntarily. Your brain is so exposed to your name and it’s tremendously important to you, so it encodes that so you respond to it”
According to Lindstrom’s research, the most ‘addictive sounds’ in the world (although they are arguably US-centric to say the least) are: (1) baby giggle, (2) Intel chime, (3) vibrating phone, (4) ATM/cash register, (5) National Geographic theme tune, (6) MTV theme tune, (7) T-Mobile ringtone, (8) McDonald’s jingle, (9) ‘Star Spangled Banner’ (tune), and (10) State Farm jingle.
The Fast Company article also noted that:
“Sound is immensely powerful. And yet 83% of all the advertising communication we’re exposed to daily (bearing in mind that we will see two million TV commercials in a single lifetime) focuses, almost exclusively, on the sense of sight. That leaves just 17% for the remaining four senses. Think about how much we rely on sound. It confirms a connection when dialing or texting on cell phones and alerts us to emergencies. When the sound was removed from slot machines in Las Vegas, revenue fell by 24%. Experiments undertaken in restaurants show that when slow music (slower than the rhythm of a heartbeat) is played, we eat slower–and we eat more!”.
These types of findings suggest that ‘audio branding’ is likely to be an increasing topic of academic research given that every company wants an edge in selling their product. While I am totally unconvinced that the word ‘addictive’ should be used in this type of research, that’s not to say that sound doesn’t have an influence in the development of addictive behaviour more generally. It looks like a case of watch (or should that be listen?) to this space.
Dr. Mark Griffiths, Professor of Behavioural Addiction, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK
Bark Soho (2016). 3 of the most addictive sounds in the world. October 16. Located at: http://www.barksoho.co.uk/blog/3-of-the-most-addictive-sounds-in-the-world/
Dixon, L., Trigg, R. & Griffiths, M. (2007). An empirical investigation of music and gambling behaviour. International Gambling Studies, 7, (3), 315-326.
Edroso, R. (2010). “Most addictive” sounds mostly jingles, machine noises. The Village Voice, February 22. located at: https://www.villagevoice.com/2010/02/22/most-addictive-sounds-mostly-jingles-machine-noises/
Fast Company (2010). The 10 most addictive sounds in the world. February 22. Located at: https://www.fastcompany.com/1555211/10-most-addictive-sounds-world
Griffiths, M.D. & Parke, J. (2003). The environmental psychology of gambling. In G. Reith (Ed), Gambling: Who wins? Who loses? pp. 277-292. New York: Prometheus Books.
Griffiths, M.D. & Parke, J. (2005). The psychology of music in gambling environments: an observational research note. Journal of Gambling Issues, 13.
Heussner, K.M. (2010). The world’s 10 most addictive sounds. ABC News, February 24. Located at: https://abcnews.go.com/Technology/worlds-10-addictive-sounds/story?id=9923506
Lindstrom, M. (2008). Buyology: Truth and Lies About Why We Buy. New York: Doubleday
Parke, J. & Griffiths, M.D. (2006). The psychology of the fruit machine: The role of structural characteristics re-visited. International Journal of Mental Health and Addiction, 4, 151-179.
Parke, J. & Griffiths, M.D. (2007). The role of structural characteristics in gambling. In G. Smith, D. Hodgins & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies. pp.211-243. New York: Elsevier.
Spenwyn, J., Barrett, D.K.R. & Griffiths, M.D. (2010). The role of lights and music in gambling behavior: An empirical pilot study. International Journal of Mental Health and Addiction, 8, 107-118.
Last month, a paper appeared online in the journal Academy of Management (AJM). I’d never heard of the journal before but its remit is “publish empirical research that tests, extends, or builds management theory and contributes to management practice”. The paper I came across was entitled ‘Entrepreneurship addiction: Shedding light on the manifestation of the ‘dark side’ in work behavior patterns’ – and is an addiction that I’d never heard of before. The authors of the paper – April Spivack and Alexander McKelvie – define ‘entrepreneurship addiction’ as “the excessive or compulsive engagement in entrepreneurial activities that results in a variety of social, emotional, and/or physiological problems and that despite the development of these problems, the entrepreneur is unable to resist the compulsion to engage in entrepreneurial activities”. Going by the title of the paper alone, I assumed ‘entrepreneurship addiction’ was another name for ‘work addiction’ or ‘workaholism’ but the authors state:
“We address what is unique about this type of behavioral addiction compared to related work pattern concepts of workaholism, entrepreneurial passion, and work engagement. We identify new and promising areas to expand understanding of what factors lead to entrepreneurship addiction, what entrepreneurship addiction leads to, how to effectively study entrepreneurship addiction, and other applications where entrepreneurship addiction might be relevant to study. These help to set a research agenda that more fully addresses a potential ‘dark side’ psychological factor among some entrepreneurs”.
The paper is a theoretical paper and doesn’t include any primary data collection. The authors had published a previous 2014 paper in the Journal of Business Venturing, on the same topic (‘Habitual entrepreneurs: Possible cases of entrepreneurship addiction?’) based on case study interviews with two habitual entrepreneurs. In that paper the authors argued that addiction symptoms can manifest in the entrepreneurial context. Much of the two papers uses the ‘workaholism’ literature to ground the term but the authors do view ‘entrepreneurship addiction’ and ‘work addiction’ as two separate entities (although my own view is that entrepreneurship addiction’ is a sub-type of ‘work addiction’ based on what I’ve read – in fact I would argue that all ‘entrepreneurship addicts’ are work addicts but not all work addicts are ‘entrepreneurship addicts’). Spivak and McKelvie are right to assert that “entrepreneurship addiction is a relatively new term and represents an emerging area of inquiry” and that “reliable prevalence rates are currently unknown”.
The aim of the AJM paper is to “situate entrepreneurship addiction as a distinct concept” and to examine entrepreneurship addiction in relation to other similar work patterns (i.e., workaholism, work engagement, and entrepreneurial passion). Like my own six component model of addiction, Spivak and McKelvie also have six components (and are similar to my own) which are presented below verbatim from their AJM paper:
- Obsessive thoughts – constantly thinking about the behavior and continually searching for novelties within the behavior;
- Withdrawal/engagement cycles – feeling anticipation and undertaking ritualized behavior, experiencing anxiety or tension when away, and giving into a compulsion to engage in the behavior whenever possible;
- Self-worth – viewing the behavior as the main source of self-worth;
- Tolerance – making increasing resource (e.g., time and money) investments;
- Neglect – disregarding or abandoning previously important friends and activities;
- Negative outcomes – experiencing negative emotional outcomes (e.g., guilt, lying, and withholding information about the behavior from others), increased or high levels of strain, and negative physiological/health outcomes.
As in my own writings on work addiction (see ‘Further reading’ below), Spivak and McKelvie also note that even when addicted, there may still be some positive outcomes and/or benefits from such behaviour (as can be found in other behavioural addictions such as exercise addiction). As noted in the AJM paper:
“Some of these positive outcomes may include benefits to the business venture including quick responsiveness to competitive pressures or customer demands and high levels of innovation, while benefits to the individual may include high levels of autonomy, financial security, and job satisfaction. It is the complexity of these relationships, or the combined positive and negative outcomes, that may obscure the dysfunctional dark side elements of entrepreneurship addiction”.
Spivak and McKelvie also go to great lengths to differentiate entrepreneurship addiction from workaholism (although I ought to point out, I have recently argued in a paper in the Journal of Behavioral Addictions [‘Ten myths about work addiction’] that ‘workaholism’ and ‘work addiction’ are not the same thing, and outlined in a previous blog). Spivak and McKelvie concede that entrepreneurship addiction is a “sister construct” to ‘workaholism’ because of the core elements they have in common. More specifically, in relation to similarities, they assert:
“Workaholism, like entrepreneurship addiction, emphasizes the compulsion to work, working long hours, obsessive thoughts that extend beyond the domain of work, and results in some of the negative outcomes that have been linked to entrepreneurship addiction, including difficulties in social relationships and diminished physical health (Spivack et al., 2014). Some of the conceptualizations of workaholism draw from the literature on psychological disorders. Similarly, we recognize and propose that there may be significant overlap with various psychological conditions among those that develop entrepreneurship addiction, including, but not limited to, obsessive compulsive disorder, bipolar disorder, and ADD/ADHD”.
However, they then do on to describe what they feel are the practical and conceptual distinctions between entrepreneurship addiction and workaholism. More specifically, they argue that:
“(M)ost workaholics are embedded within existing firms and are delegated tasks and resources in line with the organization’s mission, often in a team-based structure. Most workaholics work on these assigned projects with intensity and some will do so with high levels of engagement, as specified in previous literature. But, in reward for their efforts, many employed workaholics may be limited to receiving recognition and performance bonuses. As a team member employed within the structures of an existing organization, the individual’s contribution to organizational outcomes may be obfuscated just as the reciprocal impact of organizational performance (whether negative or positive) on the individual may be buffered (i.e., there is little chance an employee will lose their home if the business doesn’t perform well). In contrast, entrepreneurs, by definition, are proactive creators of their work context. They are responsible for a myriad of decisions and actions both within and outside of the scope of their initial expertise, and are challenged to situate their work within a dynamic business environment. Entrepreneurs are more clearly linked with their work, as they are responsible for acquiring the resources and implementing them in unique business strategies to create a new entity”.
I would argue that many of the things listed here are not unique to entrepreneurs as I could argue that in my own job as a researcher that I also have many of the benefits outlined above (because within flexible parameters I have a job that I can do what I want, when I want, how I want, and with who I want – there are so many possible rewards in the job I do that it isn’t that far removed from entrepreneurial activity – in fact some of my job now actually includes entrepreneurial activity). As Spivak and McKelvie then go on to say:
“As a result of the intense qualities of the entrepreneurial experience, there are also more intense potential outcomes, whether rewards or punishments in financial, social, and psychological domains. For example, potential rewards for entrepreneurs extend far beyond supervisor recognition and pay bonuses, into the realm of public awareness of accomplishments (or failures), media heralding, and life-changing financial gains or losses. Entrepreneurship addiction thereby moves beyond workaholism into similarities with gambling because of the intensity of the experience and personal risk tied to outcomes”.
I’m not sure I would agree with the gambling analogy, but I agree with the broad thrust of what is being argued (but would still say that entrepreneurship addiction is a sub-type of work addiction). I ought to add that there has also been discussion about the risk of overabundance of unsubstantiated addictive disorders. For instance, in a 2015 paper in the Journal of Behavioral Addiction, Joel Billieux and his colleagues described a hypothetical case of someone they deem fitting into the criteria of the concept of “research addiction” (maybe they had someone like myself in mind?), invented for the purpose of the argument. However, it is worthwhile noting that if their hypothetical example of ‘research addiction’ already fits well into the persisting compulsive over-involvement in job/study to the exclusion of other spheres of life, and if it leads to serious harm (and conflict symptoms suggest that it may) then it could be argued that the person is addicted to work. What we could perhaps agree on, is that for the example of ‘research addiction’ we do not have to invent a new addiction, (just as we do not distinguish between vodka addicts, gin addicts or whisky addicts as there is the overarching construct of alcoholism). Maybe the same argument can be made for entrepreneurship addiction in relation to work addiction.
Dr. Mark Griffiths, Professor of Behavioural Addiction, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK
Andreassen, C. S., Griffiths, M. D., Hetland, J., Kravina, L., Jensen, F., & Pallesen, S. (2014). The prevalence of workaholism: A survey study in a nationally representative sample of norwegian employees. PLoS ONE, 9, e102446. doi:10.1371/journal.pone.0102446
Andreassen, C. S., Griffiths, M. D., Hetland, J., & Pallesen, S. (2012). Development of a work addiction scale. Scandinavian Journal of Psychology, 53, 265–272. doi:10.1111/sjop.2012.53.issue-3
Andreassen, C. S., Griffiths, M. D., Sinha, R., Hetland, J., & Pallesen, S. (2016) The Relationships between workaholism and symptoms of psychiatric disorders: A large-scale cross-sectional study. PLoS ONE, 11: e0152978. doi:10.1371/journal.pone.0152978
Billieux, J., Schimmenti, A., Khazaal, Y., Maurage, P., & Heeren, A. (2015). Are we overpathologizing everyday life? A tenable blueprint for behavioral addiction research. Journal of Behavioral Addictions, 4, 142–144.
Brown, R. I. F. (1993). Some contributions of the study of gambling to the study of other addictions. In W.R. Eadington & J. Cornelius (Eds.), Gambling Behavior and Problem Gambling (pp. 341-372). Reno, Nevada: University of Nevada Press.
Griffiths, M. D. (1996). Behavioural addictions: An issue for everybody? Journal of Workplace Learning, 8(3), 19-25.
Griffiths, M.D. (2005). Workaholism is still a useful construct. Addiction Research and Theory, 13, 97-100.
Griffiths, M.D. (2005b). A ‘components’ model of addiction within a biopsychosocial framework. Journal of Substance Use, 10, 191–197
Griffiths, M.D. (2011). Workaholism: A 21st century addiction. The Psychologist: Bulletin of the British Psychological Society, 24, 740-744.
Griffiths, M.D., Demetrovics, Z. & Atroszko, P.A. (2018). Ten myths about work addiction. Journal of Behavioral Addictions. Epu ahead of print. doi: 10.1556/2006.7.2018.05
Griffiths, M.D. & Karanika-Murray, M. (2012). Contextualising over-engagement in work: Towards a more global understanding of workaholism as an addiction. Journal of Behavioral Addictions, 1(3), 87-95.
Paksi, B., Rózsa, S., Kun, B., Arnold, P., Demetrovics, Z. (2009). Addictive behaviors in Hungary: The methodology and sample description of the National Survey on Addiction Problems in Hungary (NSAPH). [in Hungarian] Mentálhigiéné és Pszichoszomatika, 10(4), 273-300.
Quinones, C., & Griffiths, M. D. (2015). Addiction to work: A critical review of the workaholism construct and recommendations for assessment. Journal of Psychosocial Nursing and Mental Health Services, 10, 48–59.
Spivack, A., & McKelvie, A. (2017). Entrepreneurship addiction: Shedding light on the manifestation of the ‘dark side’ in work behavior patterns. The Academy of Management Perspectives. https://doi.org/10.5465/amp.2016.0185
Spivack, A. J., McKelvie, A., & Haynie, J. M. (2014). Habitual entrepreneurs: Possible cases of entrepreneurship addiction? Journal of Business Venturing, 29(5), 651-667.
Sussman, S., Lisha, N. & Griffiths, M.D. (2011). Prevalence of the addictions: A problem of the majority or the minority? Evaluation and the Health Professions, 34, 3-56.
The buying of loot boxes takes place within online videogames and are (in essence) virtual games of chance. Players use real money to buy virtual in-game items and can redeem such items by buying keys to open the boxes where they receive a chance selection of further virtual items. Other types of equivalent in-game virtual assets that can be bought include crates, cases, chests, bundles, and card packs. The virtual items that can be ‘won’ can comprise basic customization (i.e., cosmetic) options for a player’s in-game character (avatar) to in-game assets that can help players progress more effectively in the game (e.g., gameplay improvement items such as weapons, armor). All players hope that they can win ‘rare’ items and are often encouraged to spend more money to do so because the chances of winning such items are minimal. Many popular videogames now feature loot boxes (or equivalents) including Overwatch, Middle-earth: Shadow of War, Star Wars Battlefront 2, FIFA Ultimate Team, Mass Effect: Andromeda, Fortress 2, Injustice 2, Lawbreakers, Forza Motorsport 7, and For Honor. In short, all of these require the paying of real money in exchange for a completely random in-game item. In an interview with Eurogamer, psychologist Jamie Madigan said:
“Whenever you open [a loot box], you may get something awesome (or you may get trash). This randomness taps into some of the very fundamental ways our brains work when trying to predict whether or not a good thing will happen. We are particularly excited by unexpected pleasures like a patch of wild berries or an epic skin for our character. This is because our brains are trying to pay attention to and trying to figure out such awesome rewards. But unlike in the real world, these rewards can be completely random (or close enough not to matter) and we can’t predict randomness. But the reward system in your brain doesn’t know that. Buying [loot boxes] puts them into the same category of packs of Pokémon cards or baseball cards. Unlike gambling in a casino, you’re going to get something out of that pack. Maybe just not the thing you wanted”.
Although there are many definitions in many disciplines defining gambling, there are a number of common elements that occur in the majority of gambling instances that distinguish ‘true’ gambling from mere risk-taking. These include: (i) the exchange is determined by a future event, which at the time of staking money (or something of financial value) the outcome is unknown, (ii) the result is determined (at least partly or wholly) by chance, (iii) the re-allocation of wealth (i.e., the exchange of money [or something of financial value] usually without the introduction of productive work on either side, and (iv) losses incurred can be avoided by simply not taking part in the activity in the first place. Added to this it could be argued that the money or prize to be won should be of greater financial value than the money staked in the first place. Based on these elements, the buying of loot boxes (or equivalents) would be classed as a form of gambling, as would other activities such as the Treasure Hunter and Squeal of Fortune games within the Runescape videogame and online penny auctions (which I have argued in previous papers – see ‘Further reading’).
In the UK Gambling Commission’s most recent (March 2017) position paper on virtual currencies and social casino gambling noted:
“One commonly used method for players to acquire in-game items is through the purchase of keys from the games publisher to unlock ‘crates’, ‘cases’ or ‘bundles’ which contain an unknown quantity and value of in-game items as a prize. The payment of a stake (key) for the opportunity to win a prize (in-game items) determined (or presented as determined) at random bears a close resemblance, for instance, to the playing of a gaming machine. Where there are readily accessible opportunities to cash in or exchange those awarded in-game items for money or money’s worth those elements of the game are likely to be considered licensable gambling activities [Section 3.17]…Additional consumer protection in the form of gambling regulation, is required in circumstances where players are being incentivised to participate in gambling style activities through the provision of prizes of money or money’s worth. Where prizes are successfully restricted for use solely within the game, such in-game features would not be licensable gambling, notwithstanding the elements of expenditure and chance [Section 3.18]”.
Consequently, the UK Gambling Commission does not consider loot boxes as a form of gambling because (they claim) the in-game items have no real-life value outside of the game. However, this is not the case because there are many websites that allow players to trade in-game items and/or virtual currency for real money. The Gambling Commission appear to acknowledge this point and claim that the buying of in-game loot boxes (and their equivalents) are not gambling but if third party sites become involved (by allowing the buying and selling of in-game items), the activity does become a form of gambling. As Vic Hood (in a 2017 article in Eurogamer) rightly notes, this appears to be a case of the law struggling to keep pace with technology. There are also issues surrounding age limits and whether games that offer loot boxes (or equivalents) should be restricted to those over the age of 18 years.
Predictably, those in the videogame industry do not view the buying of loot boxes as gambling either. For instance, Dirk Bosmans (from PEGI [Pan European Game Information], the European-based videogame rating organization) stated in a recent interview with Eurogamer that:
“Loot crates are currently not considered gambling: you always get something when you purchase them, even if it’s not what you hoped for. For that reason, a loot crate system does not trigger the gambling content descriptor. If something is considered gambling, it needs to follow a very specific set of legislation, which has all kinds of practical consequences for the company that runs it. Therefore, the games that get a PEGI gambling content descriptor either contain content that simulates what is considered gambling or they contain actual gambling with cash payouts. If PEGI would label something as gambling while it is not considered as such from a legal point of view, it would mostly create confusion. We are always monitoring such developments and mapping consumer complaints. We see a growing need for information about specific features in games and apps (social interaction, data sharing, digital purchases), but the challenge is that such features are rapidly becoming ubiquitous in the market, yet they still come in very different shapes and sizes.”
This appears somewhat hardline given that PEGI’s descriptor of gambling content is used whenever any videogame “teaches or encourages” gambling. Such a descriptor would arguably cover gambling-like games or activities and the buying of loot boxes is ‘gambling-like’ at the very least. The same stance has been taken by the Entertainment Software Rating Board (ESRB) which rates videogames in Canada and the USA. A spokesman for the ESRB told Eurogamer that:
“ESRB does not consider [the buying of loot boxes] to be gambling because the player uses real money to pay for and obtain in-game content. The player is always guaranteed to receive something – even if the player doesn’t want what is received. Think of it like opening a pack of collectible cards: sometimes you’ll get a brand new, rare card, but other times you’ll get a pack full of cards you already have. That said, ESRB does disclose gambling content should it be present in a game via one of two content descriptors: Simulated Gambling (player can gamble without betting or wagering real cash or currency) and Real Gambling (player can gamble, including betting or wagering real cash or currency). Neither of these apply to loot boxes and similar mechanics.”
At present, there are a number of countries (mainly in South East Asia such as China and Japan) who do view the buying of loot boxes as a form of gambling and have incorporated such activities into their gambling regulation. However, most countries have either not considered regulating the buying of loot boxes at all, or (like the UK) have ruled out that buying loot boxes does not currently meet their regulatory definition of gambling. Although there has been little published in academic journals on loot boxes, a number of articles in the trade press have claimed that the buying of loot boxes can be problematic and/or addictive because they are designed using highly similar reward schedules to those used in the design of slot machines. This is something that have also pointed out in relation to similar activities to the buying of loot boxes where individuals play for points rather than money. Personally, I view the buying of loot boxes as a form of gambling particularly because the ‘prizes’ won are (in financial terms) often a lot less than that of the price paid. Obviously I am out of step in relation to the regulators in my own country, but if third party websites continue to host services where in-game virtual items can be bought and sold, the activity definitely constitutes a form of gambling by almost any definition of gambling currently used in the field of social sciences.
(N.B. This article uses material from a paper I recently published in Gaming Law Review)
Dr. Mark Griffiths, Professor of Behavioural Addiction, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK
Alexandra, H. (2017). Loot boxes are designed to exploit us. Kotaku, October 13. https://kotaku.com/loot-boxes-are-designed-to-exploit-us-1819457592
Avard, A (2017). Video games have a loot box fetish, and it’s starting to harm the way we play. Games Radar, October 10. Located at: http://www.gamesradar.com/loot-boxes-shadow-of-war/
Gambling Commission (2017). Virtual currencies, esports and social casino gaming – position paper. Birmingham: Gambling Commission.
Griffiths, M.D. (2015). Adolescent gambling and gambling-type games on social networking sites: Issues, concerns, and recommendations. Aloma: Revista de Psicologia, Ciències de l’Educació i de l’Esport, 33(2), 31-37.
Griffiths, M.D. (2017). Is the buying of loot boxes in videogames a form of gambling or gaming? Gaming Law Review, 22(1), 52-54.
Griffiths, M.D. & Carran, M. (2015). Are online penny auctions a form of gambling? Gaming Law Review and Economics, 19, 190-196.
Griffiths, M.D. & King, R. (2015). Are mini-games within RuneScape gambling or gaming? Gaming Law Review and Economics, 19, 64-643.
Hood, V. (2017). Are loot boxes gambling? Eurogamer, October 12. Located at: Located at: http://www.eurogamer.net/articles/2017-10-11-are-loot-boxes-gambling
Lawrence, N, (2017). The troubling psychology of pay-to-loot systems. IGN, April 23. Located at: http://uk.ign.com/articles/2017/04/24/the-troubling-psychology-of-pay-to-loot-systems
Perks, M. (2016). Limited edition loot boxes: Problematic gambling and monetization. Cube, October 11. Located at: https://medium.com/the-cube/limited-edition-loot-boxes-problematic-gambling-and-monetization-756819f2c54f
Wikipedia (2017). Loot box (2017). Located at: https://en.wikipedia.org/wiki/Loot_box
Wiltshire, W. (2017). Behind the addictive psychology and seductive art of loot boxes. PC Gamer, September 29. Located at: http://www.pcgamer.com/behind-the-addictive-psychology-and-seductive-art-of-loot-boxes/
Olfactophilia (also known as osmolagnia, osphresiolagnia, and ozolagnia) is a paraphilia where an individual derives sexual pleasure from smells and odours. Given the large body of research on olfaction, it is unsurprising that in some cases there should be an association with sexual behavior. The erotic focus is most likely to relate to body odors of a sexual partner, including genital odors. One of my favourite papers examining sex and smell was a 1999 paper by Dr. Alan Hirsch and Dr. Jason Gruss published in the Journal of Neurological and Orthopaedic Medicine and Surgery. As they note in the introduction to their study, sex and smell have a long association:
“Historically, certain smells have been considered aphrodisiacs, a subject of much folklore and pseudoscience. In the volcanic remnants of Pompeii, perfume jars were preserved in the chambers designed for sexual relations. Ancient Egyptians bathed with essential oils in preparation for assignations; Sumarians seduced their women with perfumes. A relationship between smell and sexual attraction is emphasized in traditional Chinese rituals, and virtually all cultures have used perfume in their marriage rites. In mythology, rose petals symbolized scent, and the word ‘deflowering’ describes the initial act of sex…Dramatic literature abounds with sly references to nasal size as symbolic of phallic size, as in the famous play Cyrano De Bergerac…Psychoanalysis has made much of these associations. Fliess, in his concept of the phallic nose, formally described an underlying link between the nose and the phallus. Jungian psychology also connects odors and sex”.
In contemporary society, perfumes for women and colognes for men are marketed aggressively because it is a multi-billion pound business and are advertised in a way that suggests sexual success for those who use such fragrances. Hirsch and Gruss argue that:
“The prominent connection between odors and sex among diverse historical periods and cultures implies a high level of evolutionary importance. Freud suggested that odors are such strong inducers of sexual feelings that repression of smell sensations is necessary to civilization. Anatomy bears out the link between smells and sex: the area of the brain through which we experience smells, the olfactory lobe, is part of the limbic system, the emotional brain, the area through which sexual thoughts and desires are derived. Brill  suggests that people kiss to get their noses close together, so that they can smell each other (the Eskimo kiss). Or possibly they kiss to get their mouths together so they can taste each other since most of what we call taste is dependent upon olfaction”.
One of the research areas that I have published a couple of papers with Dr. Mark Sergeant (see ‘Further reading’ below) in is on the area of pheromones (i.e., chemical substances “produced and released into the environment by an animal, especially a mammal or an insect, affecting the behaviour or physiology of others of its species”). Pheromones are known to exist across the animal kingdom from insects to primates (possibly including humans but most robust scientific studies have shown the evidence is relatively weak, and if pheromones do exist in humans the effects are likely to be very subtle). As Hirsch and Gruss note:
“Inside the human brain, near the top of the nose is an anatomical feature that gives us reason to believe that human pheromones exist: the vomeronasal organ. Its function is unknown, but in subhuman primates, this is the area where pheromones act to increase the chance of procreation…When we exercise, we sweat through endocrine glands. But when we are embarrassed or sexually excited, we sweat through apocrine glands that release high-density steroids under the arms and around the genitalia; their role is unknown. In subhuman primates, the same apocrine glands release pheromones”.
Other evidence for the existence of pheromones are the studies showing that women’s menstrual cycles tend to synchronize over time when living or working closely together (the so-called ‘McClintock Effect’ named after Martha McClintock, the person who first reported it in a 1971 issue of the journal Nature). Other research by Dr. Hirsch has shown evidence that links smell with sexual response. For instance, in one of his studies, 17% of patients that had “olfactory deficits” had developed some kind of sexual dysfunction.
In Hirsch and Gruss’ 1999 study, they examined the effects of 30 different smells on male sexual arousal of 31 American male participants (aged 18 years to over 60 years). They underwent various (question-based) smell tests and their sexual arousal was assessed experimentally by measuring penile blood flow with a penile plethysmograph. The smells comprised 24 different odourants in addition to six combination odourants. All 30 odours produced an increase in penile blood flow (Table III). They reported that:
“The combined odor of lavender and pumpkin pie had the greatest effect, increasing median penile-blood flow by 40%. Second in effectiveness was the combination of black licorice and doughnut, which increased the median penile-blood flow 31.5%. The combined odors of pumpkin pie and doughnut was third, with a 20% increase. Least stimulating was cranberry, which increased penile blood flow by 2%…Men with below normal olfaction did not differ significantly from those with normal olfaction, nor did smokers differ significantly from nonsmokers”.
The findings supported their hypothesis that positive smelling odours would increase sexual arousal, and then speculated a number of reasons why this might be the case:
“The odors could induce a Pavlovian conditioned response reminding subjects of their sexual partners or their favorite foods. Among persons raised in the United States, odors of baked goods are most apt to induce a state called olfactory-evoked recall. Possibly, odors in the current study evoked a nostalgic recall with an associated positive mood state that affected penile blood flow. Or the odors may simply be relaxing. In others studies, lavender, which increased alpha waves posteriorly, an effect associated with a relaxed state. In a condition of reduced anxiety, inhibitions may be removed and thus penile blood flow increased…Another possibility, odors may act neurophysiologically…Nor can we rule out a generalized parasympathetic effect, increasing penile blood flow rather than specific sexual excitation…The specific odors that affected penile blood flow in our experiment were primarily food odors…Does this support the axiom that the way to a man’s heart (and sexual affection) is through his stomach?…We certainly cannot consider the odors in our experiment to be human pheromones, therefore we believe they acted through other pathways than do pheromones”.
Shortly after this study, Hirsch and his colleagues repeated the study on females (assessing their vaginal blood flow) and found similar effects that they reported in the International Journal of Aromatherapy. In this second study they found that the largest increases in vaginal blood flow were from candy and cucumber (13%), baby powder (13%), pumpkin pie and lavender (11%), and baby powder and chocolate (4%). Obviously there are major limitations with both of these studies (such as small sample sizes, all the odours being selected by the researchers, and blood flow being the sole measure of arousal).
Odours that are sexually arousing are likely to be very specific and (in some cases) strange and/or bizarre. For instance, I published the world’s first case study of eproctophilia (sexual arousal from flatulence and a sub-type of olfactophilia) in a 2013 issue of the Archives of Sexual Behavior (a topic that I examined in a number of previous blogs such as those here and here). I’ve also come across anecdotal evidence of other strange smells that sexually arouse people. For instance, in an article on ’15 Surprising & Weird Fetishes’, number 11 in the list was ‘air freshener’ fetish:
“One Reddit user reports becoming aroused as a teenager whenever he walked into a room that uses a specific brand and scent of air freshener! After some questioning from other conclusions, he suspects that the scent has become associated withe the first time he watched porn. Other users report being turned on by scents such as perfume samples that were included in ‘Playboy’ magazine”.
Some paraphilias may have an element of olfaction. For instance, antholagnia refers to individuals who are sexually aroused by flowers (and the arousal may depend on the sight and/or smell of the flowers). The Kinkly website notes (without empirical evidence to back up any of the claims made):
“People with antholagnia typically have a preference for certain flowers, just as most people are sexually aroused by certain body types. They are likely to become aroused while visiting a florist shop, a floral nursery, or a botanical garden. They may also seek out images of flowers online for sexual gratification. Most people with antholagnia learn to manage their condition and enjoy healthy sex lives. They may even use the scent of flowers during foreplay or intercourse. However, if antholagnia starts to interfere with a person’s professional or personal life, he or she may wish to seek treatment. Treatment for antholagnia may consist of cognitive or behavioral therapies, psychoanalysis, or hypnosis”
I also came across an online 2013 article (‘Scents that trigger sexual arousal’) by Susan Bratton that summarized recent research (although she based most of it from material in Dr. Daniel Amen’s 2007 book Sex On The Brain). More specifically, the article note that:
“Current research also suggests the scent of musk closely resembles that of testosterone, the hormone that enhances healthy libido in both sexes. In scent studies at Toho University in Japan, floral and herbal essential oils were found to impact sexual arousal in the nervous system. But depending on whether you need to stimulate or relax your partner to get them in an amorous mood, you would use different scents. To stimulate the Sympathetic Nervous System use jasmine, yang-ylang, rose, patchouli, peppermint, clove and bois de rose. To relax the Parasympathetic Nervous System use sandalwood, marjoram, lemon, chamomile and bergamot…Many of these scents are also commonly found in tea such as peppermint and chamomile. Many candles are scented with rose, jasmine, patchouli, sandalwood and bergamot”.
There are plenty of websites that list various scents that turn people on and a lot of these appear to be based upon on the research carried out by Dr. Hirsch and his colleagues. Research into sex, smell and olfactophilia appears to be a growing area and hopefully my own research has played a small part in stimulating research into the area.
Dr Mark Griffiths, Professor of Behavioural Addiction, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK
Amen, D. (2007). Sex on the Brain: 12 Lessons to Enhance Your Love Life. London: Harmony.
Bratton, S. (2013). Scents that trigger arousal. Personal Life Media, October 10. Located at: http://personallifemedia.com/2013/10/scents-that-trigger-arousal/
Brill, A.A. (1932). Sense of smell in the neuroses and psychoses. Psychoanalytic Quarterly, 1, 7-42
Gilbert, A. N. (2008). What the Nose Knows: The Science of Scent in Everyday Life. Crown.
Graham, C.A., & McGrew, W.C. (1980). Menstrual synchrony in female undergraduates living on a coeducational campus. Psychoneuroendocrinology, 5, 245-252.
Griffiths, M.D. (2013). Eproctophilia in a young adult male: A case study. Archives of Sexual Behavior, 42, 1383-1386.
Hirsch, A., & Gruss, J. (1999). Human male sexual response to olfactory stimuli. Journal of Neurological and Orthopaedic Medicine and Surgery, 19, 14-19.
Hirsch, A. R., Schroder, M., Gruss, J., Bermele, C., & Zagorski, D. (1999). Scentsational sex Olfactory stimuli and sexual response in the human female. International Journal of Aromatherapy, 9(2), 75-81.
Hirsch, A.R., & Trannel, T.J. (1996). Chemosensory dysfunction and psychiatric diagnoses. Journal of Neurological and Orthopaedic Medicine and Surgery, 17, 25-30.
McClintock, M. (1971). Menstrual synchrony and suppression. Nature, 229, 244-245.
Sergeant, M., Davies, M.N.O., Dickins, T.E. & Griffiths, M.D. (2005). The self-reported importance of olfaction during human mate choice. Sexualities, Evolution and Gender, 7, 199-213.
Sergeant, M.J.T., Dickins, T.E., Davies, M.N.O. & Griffiths, M.D. (2007). Hedonic ratings by women of body odor in men are related to sexual orientation, Archives of Sexual Behavior, 36, 395-401.
Thigh fetishism might appear a somewhat obvious topic to write a blog on given all the previous body part fetishes I have looked at (including foot fetishism, shoulder fetishism). However, there is no academic research on the topic and most non-academic articles that I have read tend to concentrate on thigh-boot fetishism rather than thigh fetishism in, and of, itself. According to the Kinkly website:
“Thigh fetish refers to a sexual arousal by or sexual interest in thighs. Typically, it is a male interest in female thighs. However, it can apply to a woman’s interest in female thighs, a woman’s interest in male thighs, or a male’s interest in male thighs. Usually the fetishist is attracted to the naked thighs. The thighs don’t even need to be extremely sexualized for the fetishist. Often it is the gap between a high boot and edge of skirt, or knee high socks and edge of skirt that arouse the fetishist more than sexualized images of thighs”.
The Self-Help Sexuality website adds that “some men have a thigh fetish where they are turned on by the glimpse of woman’s inner thigh or when a woman opens her thigh. Some men enjoy kissing and licking woman’s inner thigh”. Both of these descriptions are fairly commonsense and arguably don’t need empirical research to back up the claims made.
Thee one piece of empirical research I found with some reference to thigh sexuality was a paper published in a 2014 issue of the journal Cortex by Dr. Oliver Turnbull and colleagues who examined which erogenous zones are the most sensitive in males and females. They surveyed 800 participants (mainly British and Sub-Saharan Africans) and were asked to rate 41 body parts for erogenous intensity on a 10-point scale. Unsurprisingly, the highest rated body parts for sensitivity were the clitoris among women (mean rating 9.17 out of 10) and the penis among men (mean rating 9.0 out of 10). Inner thighs were rated as the fourth most erogenous zone by men (mean rating 5.84 out of 10; back of thigh 2.48 out 10; outer thigh 1.91 out of 10), and the seventh most erogenous zone by women (mean rating 6.7 out of 10; back of thigh 2.6 out 10; outer thigh 1.96 out of 10).
I also found details of a non-academic online survey among Japanese businessmen (mainly those in their thirties and forties) carried out by the marketing research company Goo via an article on the Japanator website. The focus of the survey was favourite “secret fetishes”. Top of the 20 listed fetishes was zettai ryouiki (which translates as “absolute territory”) and refers to the “leg exposure located between the hem of a skirt and the top of thigh-high socks”. The second-placed ‘secret fetish’ was also thigh-related and was being held in the vice-like grip of “athletic thighs”.
Regular readers of my blog will know that I’m fascinated by the sexual culture in Japan and have written many blogs on various aspects of Japanese sexuality. An article about thigh fetishes on the Venus O’Hara website specifically examined zettai ryouiki:
“In other words, they fantasize most frequently about that piece of exposed flesh between the top of a girl’s thigh-high socks and the bottom of a short skirt. This description fulfils the fetish principle in that no nudity is involved. Zettai ryouiki describes an otherwise mundane detail which, when used as a primer for arousal, assumes a sexual significance that is almost impossible to explain for non thigh-fetishists. The same principle applies to Western men and the expression of their own thigh fetishism when it comes to lingerie and hosiery. Stockings and suspenders make these men’s enjoyment of thighs and their understanding of thigh fetishism that much easier. The combination of panties, a suspender belt and stockings isolates the area of exposed thigh and almost draws a border around it. This focuses the attention on the naked skin as oppose to the erogenous zones that are covered, albeit by material that is often sheer. A garter belt is another magnet for thigh fetishists, as are knee-high socks, thigh-high boots and self-support stockings”.
My own view is that thigh fetishism and other thigh-related fetishes (for thigh boots, thigh socks, etc.) while overlapping, are not the same. The article on the Venus O’Hara website then goes onto talk about another variant of thigh fetishism:
“Thigh fetishism has produced a new variation of itself recently and social media has had a lot to do with it. The trend for promoting and desiring a permanent clearance between the tops of the legs has become a social phenomenon and a modern yardstick for feminine health and beauty. This ‘thigh gap’ is more common, anatomically, in women who are naturally much taller and whose body mass index is lower than the average. The physiques displayed by contemporary fashion models are an obvious ideal where the ‘thigh gap’ is concerned. A much more democratic trend in relation to thigh fetishism has also arisen on social media almost in response to the ‘thigh gap’. ‘Thighbrow’ describes the naturally-occurring crease between the thigh and the hip that appears when you sit or kneel down. Two of these, when observed together, have been said to resemble eyebrows. Whereas the ultimate ‘thigh gap’ seems to be exclusive to young women who wear size 6 jeans, the ‘thighbrow’ is a fetish highlight that everyone can flaunt”.
There was also a recent exhibition in Japan devoted purely to thigh fetishism. A short online article about the exhibition noted that:
“In Japanese Culture there are so many different fetishes that are popular: Swimsuit Fetish, Doorknob Licking Fetish (it’s not a joke), Teeth Fetish…Amongst these Fetishes, there is also Thigh Fetish, and Todays Gallery Studio decided to dedicate an entire photo exhibition about it…More than 500 works and 1000 pair of thighs shot by artist Yuria will be exposed”.
In my own research for this blog I was unable to find any dedicated online discussion forum for thigh fetishism. This could either be because it’s so rare or be because it’s so common that it’s not worth creating a dedicated website to discuss such matters. I found very few first-hand accounts of self-admitted thigh fetishism, in fact I only located two individuals:
- Extract 1: “This is going to sound weird, but I sort of have a thing for women who have strong looking thighs. Size isn’t just what it’s about, but with a muscular tone along with it. It’s not like I get off on it, but I do find it very sexy and is a big turn on for me. It started when I seen a women at this gym who was wearing these spandex looking short pants and I couldn’t help but notice her thighs in them, and they were rather muscular. I don’t have a fetish for female bodybuilders, though I do find spandex sexy…but it wasn’t that, it was her thighs, and I just started noticing things like this more and more afterward”.
- Extract 2: Even before I hit puberty, I always had these strange, excited feeling in me…[When] I was 11, I would imagine these pretty girls getting out of their pants and revealing their legs…One night, I had an extremely arousing dream. It was odd, yet intense. I was hanging out in the park in my neighborhood. A bunch of ladies were hanging out…With no warning, all the ladies in the park started screaming. Their pants were undoing themselves. Afterward, all the ladies’ pants were being pulled off by something invisible and sex crazed. Something that wanted a bunch of ladies have no pants on. Now these scared ladies were in their underwear. The idea of these beautiful ladies going from having their pants on to being taken off them excited me to no end…My women’s thigh fetish was getting more intense…By the time I was 14, I imagined the sex crazed invisible creature taking off random women’s pants and making them cross their naked thighs together, like they were making out…When I was 14, I finally had found a girl…I told her all about my sexy dreams. About my women’s thigh fetish…I kept asking her really warped questions, like how she would feel if something took her pants off in school. How would she feel if her and another girl lost their pants together…[I] finally ejaculated and [was] happy that her legs were the reason…Even now…my women’s thigh fetish dreams were always my favorites to think about”.
I have no idea if these accounts are in any way representative of those who have a thigh fetish but both appear to be heterosexual males, and both can pinpoint where their interests in women’s thighs originated. As with many fetishes I have examined, I can’t see thigh fetishism being the topic of any in-depth empirical research simply because it has the ‘so what?’ factor. Who would be interested in such research and why?
Aggrawal A. (2009). Forensic and Medico-legal Aspects of Sexual Crimes and Unusual Sexual Practices. Boca Raton: CRC Press.
Love, B. (2001). Encyclopedia of Unusual Sex Practices. London: Greenwich Editions.
Scorolli, C., Ghirlanda, S., Enquist, M., Zattoni, S. & Jannini, E.A. (2007). Relative prevalence of different fetishes. International Journal of Impotence Research, 19, 432-437.
Taktak, S., Yılmaz, E., Karamustafalıoglu, O., & Unsal, A. (2016). Characteristics of paraphilics in Turkey: A retrospective study – 20years. International Journal of Law and Psychiatry. doi.org/10.1016/j.ijlp.2016.05.004.
Turnbull, O.H., Lovett, V.E., Chaldecott, J., & Lucas, M.D. (2014). Reports of intimate touch: Erogenous zones and somatosensory cortical organization. Cortex, 53, 146-154.