|
|||||||
|
|
|
|||||
|
|
|||||||
WHY PEOPLE GAMBLE
Theories and research explaining why people gamble and why some individuals persist at gambling are numerous. The theoretical and methodological approaches used to analyze gambling behavior can be divided into three broad classifications: psychological studies, sociological studies, and participant observation studies.
Psychological Explanations for Gambling Behavior
The vast majority of gambling studies have been driven by a psychological perspective. These scholars have attempted to explain gambling behavior by focusing on idisyncratic or psycho-pathological motivations of gamblers.
Personality Traits Theories
Sensation Seeking. It is
suggested that gamblers are looking for varied, novel, and complex sensations
and experiences. Several researchers have tested the hypothesis that gamblers
score higher than non-gamblers on measures of sensation seeking, but the
results of these studies are inconclusive. The findings of two researchers
supported the hypothesized relationship between sensation seeking and gambling,
while other studies did not affirm the expected relationship. Conversely,
there was evidence of a reverse relationship between sensation seeking
and gambling. Some reseachers argued it is not the frequency of gambling
that is related to sensation seeking but the betting behavior itself; that
is, gamblers measuring high on a sensation seeking scale would theoretically
bet more than non-sensation seekers. The finding, that regular Blackjack
players who were high on sensation seeking made bigger bets, supported
this hypothesis. It is also found that frequent gamblers exhibited greater
arousal than did infrequent gamblers. This result may indicate that frequent
gamblers are high on sensation seeking.
Extroversion. Unlike introverts
who are supposedly more moral and more inhibited, and prefer being alone
and working in quiet surroundings, extroverts are happier, more social,
crave excitement, and enjoy noisy and active environments. Based on these
differences, it is hypothesized that extroverts will be more likely to
participate in gambling than will introverts. The studies exploring the
relationship between extroversion and gambling have produced contradictory
results. Some found members of Gamblers Anonymous to be high on an extroversion
scale, whereas others found pathological gamblers were not significantly
different on extroversion measures than normal gamblers.
Locus of Control. Several
studies have tested the hypothesis that an internal locus of control predisposes
an individual to avoid gambling, whereas an external locus of control makes
an individual more susceptible to being involved in gambling. In support
of this hypothesis, one scholar noted that heavy gamblers had higher scores
on external locus of control scales. Another scholar also found that Gamblers
Anonymous members had higher external locus of control scores.
Other Personality Traits.
It is reported that pathological gamblers appeared to be more intelligent
than the general population. Long term gamblers were more likely to have
high self-esteem, more likely to favour taking risks, less likely to be
anxious, and less likely to be depressed and short term gamblers.
Conditioned Behavior Theories
Gambling provides reinforcement
on a constant probability basis; consequently, gambling behavior preceding
a positive outcome will be conditioned over a period of time. Consistent
with this theory, one researcher found that 72% of frequent betting shop
gamblers had early luck in their gambling careers in comparison with 15%
of the occasional betting shop gamblers who reported early luck when they
started gambling.
Arousal or excitement is
proposed by one scholar as the main reinforcers for gambling behavior.
The reason why gambling behavior persists after inevitable losses is because
gambling behavior is maintained by the most powerful reinforcement schedule
-- random reinforcement.
Needs Theories
The needs explanation perspective
is based on the premise that gambling fulfils certain psychological or
physiological needs. It is hypothesized that certain individuals become
gamblers because they are under-aroused; gambling supposedly increases
their arousal and makes them feel better.
Reasoned Action Theory
Some researchers used theory
of reasoned action to explain gambling activities in terms of gambling
attitudes and subjective norms. Based on this theory, they viewed demographic,
socioeconomic, personality, information processing, and motivation variables
as having only an indirect effect on gambling behavior. Their effects are
seen as influencing behavioral intentions through their impact on the individual’s
attitude toward the behavior, and the subjective norms with respect to
the behavior (the person’s perception of how significant others would think
of the gambling behavior, and his or her motivation to comply). Therefore,
one’s attitude toward gambling and the subjective norms of gambling behavior
play a vital role in gambling activity.
Sociocognitive Theories
Sociocognitive explanations
of gambling behavior are based on the premise that gambling behavior is
maintained by irrational thinking. One common irrational thinking pattern
among gamblers is called the “gambler’s fallacy;” that is, gamblers bank
on a law of averages that does not exist rather than on probability theory.
One empirical evidence for gamblers’ irrational thinking is that Roulette
players are more likely to bet on same colour if it has lost than if it
has won. The mistaken rationale for this betting behavior is that players
believe the colour which has not turned up has a higher probability of
turning up the next time. In reality, red or black has an equal chance
on any given spin, no matter how many times one colour has shown up before.