Motivation for Gambling as Revealed in the Marketing Methods of the Legitimate Gambling Industry

1 August 1969

journal article
research article
Published by SAGE Publications in Psychological Reports

Vol. 25 (1) , 19-27
https://doi.org/10.2466/pr0.1969.25.1.19

Abstract

An analysis of the marketing appeals made by the legal Nevada gambling industry yields three main categories of motive toward which appeals are made: (1) rational-economic motives, (2) recreational motives, and (3) prestige-seeking motives. It was noted that the industry seems loath to exploit motives which may be related to psychopathology, such as the desire to lose in order to alleviate guilt.

Keywords

This publication has 5 references indexed in Scilit:

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The American Journal of Psychology, 1902
The Gaming Instinct
American Journal of Sociology, 1901