Many factors influence a gambler’s responding with respect to slot machine selection, persistence in playing that machine, and repeated selections of that machine again on subsequent occasions. One potential area of influence over these responses that has received little attention in slot machine gambling research is slot machine branding. In this study, 7 of 8 participants allocated initial responding to a slot machine which was branded with a preferred, rather than non-preferred, theme, even though in some cases experience with payout percentages differed.
Witts, Benjamin N.
"Initial Selection between Simulated Slot Machines is allocated toward Slot Machines with a Preferred Theme: A Brief Report,"
Analysis of Gambling Behavior: Vol. 10
, Article 2.
Available at: http://repository.stcloudstate.edu/agb/vol10/iss1/2