Examining the trait and functional motive antecedents of four gambling activities: slot machines, skilled card games, sports betting, and promotional games

Abstract

PurposeThe purpose of this paper is to explore the functional motive and trait antecedents of four forms of gambling – slot machines, skilled card games, sports betting, and participating in marketing promotional games such as sweepstakes and contests.Design/methodology/approachA hierarchical model of motivation and personality (3M model) was employed to investigate the trait and functional motive antecedents of four gambling activities. Five motives for gambling were identified – money, excitement, social interaction, escape from problems, and self‐esteem enhancement. In addition, the effects of demographic variables (i.e. age, gender, and education) on four gambling types were examined. A total of 1,158 responses were collected from an online consumer panel.FindingsThe results suggest that the four forms of gambling have divergent motives, traits, and demographic profiles.Research limitations/implicationsFuture research should further explore other possible traits in predicting different gambling activities (e.g. superstitious beliefs). Another limitation of the study is the online panel sample, which is somewhat older and more highly educated than the general public.Practical implicationsThe findings will help marketers better segment the market based on unique profiles of personality traits, functional motives, and demographic variables associated with each gambling type and design communication strategies to reach the targeted consumers.Originality/valuePrevious researchers have neither investigated the functional motives for gambling nor compared the motives for divergent forms of gambling. This research employs a hierarchical model (3M model) to investigate the trait and functional motive predictors of multiple forms of gambling.

A comparison of university student and community gamblers: Motivations, impulsivity, and gambling cognitions

“…Several models of motivation for gambling have been proposed (e.g., Binde, 2013; Clarke et al, 2007; Fang & Mowen, 2009; Lee, Chae, Lee & Kim, 2007; McGrath, Stewart, Klein & Barrett, 2010; Neighbors, Lostutter, Cronce & Larimer, 2002; Thomas, Allen & Phillips, 2009; Wood & Griffiths, 2007). In a recent conceptual development, Binde (2013) identified four optional motives for gambling (the dream of hitting the jackpot; social rewards; intellectual challenge; mood change) and a core essential motive, the chance of winning.…”

Validación del Cuestionario de Motivos de Juego en adolescentes: Diferencias según la gravedad y las actividades de juego

“…Con respecto a los tipos de actividad de juego, se encontraron tres resultados principales. En primer lugar, los JST puntuaron más alto en ENH que los J-NST, en consonancia con la evidencia previa en adultos (Chantal y Vallerand, 1996; Fang y Mowen, 2009;McGrath et al, 2010). El motivo ENH se basa en el aumento de las emociones positivas y se relaciona con la búsqueda de sensaciones.…”

“…Se ha observado que los motivos de juego varían entre los adultos involucrados en diferentes actividades de juego. Los individuos que juegan por ENH tienden a practicar juegos de habilidad con más frecuencia (Chantal y Vallerand, 1996;Fang y Mowen, 2009;Potenza et al, 2001;Wardle et al, 2011), mientras que los que juegan por COP prefieren juegos no estratégicos (Fang y Mowen, 2009;McGrath et al, 2010;Moragas et al, 2015;Wardle et al, 2011). Existen datos contradictorios con respecto a los tipos de actividad de juego y la gravedad del mismo.…”

Does stress mediate the association between personal relative deprivation and gambling?

“…Further research is also necessary to examine the boundary conditions (and potential moderators) of the deprivation-stress-gambling relationship. Multiple individual differences may be relevant, including general risk-propensity (Mishra et al, 2010), materialism (Fang & Mowen, 2009), perceived economic mobility (Tabri et al, 2015), and financial self-concept (Tabri et al, 2017), among others.…”