Past research suggests that concrete ad stimuli generate more imagery than abstract stimuli. However, this finding may not be culturally universal. Our research suggests that East Asians tend to generate more imagery than Westerners when exposed to abstract advertising messages, but these...

A general perception exists among casino executives that the premium players contribute a disproportionate share of profits. Consequently, to attract and retain high‐end customers, many casinos are using 'dead chip' programs and other incentives. Dead chips are non‐negotiable chips that are...

Merrill Lynch (2005) predicts that gross gaming revenue in Macau will increase at a compound annual growth rate of 15.4% through 2009. Despite this euphoric projection, the trend toward mass market tourists coupled with the massive capacity expansion will mean that revenue per table will decline...