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Between consumption and investment: A new approach to the study of the motivation to gamble

Bartlomiej Dzik

Abstract


The purpose of this exploratory research is to present some insight into the general money management strategies of casino gamblers playing table games. This paper introduces a new method of analysis that relies entirely on observations collected in real casinos. Research into money management strategies could tell us a lot about the players' motivation to gamble. Quantitative empirical data support the view that both the hedonic (i.e., need for arousal) and investment (i.e., desire to win money) dimensions of gambling are important for most gamblers. The results also revealed several puzzling issues regarding the investment dimension, e.g., the notion that moderate desire to win money may constitute an aspect of responsible gambling behavior.


Keywords


casino gambling; consumer behavior; money management; self-control

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DOI: http://dx.doi.org/10.4309/jgi.2006.17.4

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