Dr. Mike Dixon

Biography

Mike J. Dixon is a Professor Emeritus at the University of Waterloo, specializing in psychology. His research has notably focused on the phenomenon of synesthesia, where ordinary stimuli evoke extraordinary experiences. Over a decade, he conducted a comprehensive research program investigating gambling behavior, particularly the deceptive features of multiline slot machines. In 2010, he coined the term 'losses disguised wins' to describe outcomes where players may think they are winning but ultimately incur a net loss, facilitated by highly engaging animations and celebratory sounds which reinforce this impression. His groundbreaking work on this subject has led to significant policy changes in Australia. Additionally, he introduced the term 'dark flow' to describe a unique state of absorption experienced by players, particularly those using slot machines as a maladaptive coping mechanism. His findings highlight how the stimuli from these machines capture attention, often preventing players from addressing negative emotions. Dixon has received funding from various sources, including the Natural Sciences and Engineering Research Council and the Ontario Problem Gambling Research Centre.

Research Interests