Recognized as one of the pioneering researchers in the field or problem gambling, Custer (1984) describes the “typical gambling addict” as narcissistic, highly intelligent, achievement-oriented, impulsive, hyperactive and a socially self-confident man.  Traditionally, society’s stereotype of a “gambler” has been a male image.  However, as we have just seen in the prevalence data, gambling is an activity that both women and men participate in.  Despite this fact, women who gamble are often still portrayed differently than men in our society.

“The profile of the female gamblers the media paints often reflects stereotypical images, such as the 'irresponsible Madonna'.  The print media in particular sensationalize stories about female gamblers, focusing on their maternal roles.  Stories about male gamblers rarely, if ever, focus on their parental roles, except from a financial viewpoint.”  (Mark & Lesieur, 1992)

The stigma that women who gamble experience often can lead to increased shame, in particular when a problem develops. 

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