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The Antecedents Of Gambling Behaviour From A Social Marketing Perspective

Author

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  • Donata Tania Vergura

Abstract

This paper investigates Italian gamblers’ behaviour with particular reference to the intensity of participation and economic involvement. Despite the high incidence of gambling among the Italian population, studies aimed at investigating gambling behaviour are lacking. Therefore, the objective of the paper is to identify the main factors that promote and maintain such behaviour. A survey was conducted using a sample of regular and occasional gamblers. Regression analysis showed that socio-demographic characteristics (gender, income and level of education) significantly affect gambling involvement. In addition, the use of the online channel, the self-limitation of budget and the habit of getting rid of coins received as change - an aspect of gambling behaviour never analysed in the literature - are important predictors of the intensity of participation and level of spending. The study integrates previous findings on the consumer purchasing process. The results are useful for designing social marketing strategies aimed at reducing the demand and promoting responsible gambling.

Suggested Citation

  • Donata Tania Vergura, 2015. "The Antecedents Of Gambling Behaviour From A Social Marketing Perspective," Journal of Gambling Business and Economics, University of Buckingham Press, vol. 9(1), pages 1-12.
    • Handle: RePEc:buc:jgbeco:v:9:y:2015:i:1:p:1-12
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    Cited by:

    1. Hyunduk Suh & Sung-Bum Kim, 2018. "The Macroeconomic Determinants of International Casino Travel: Evidence from South Korea’s Top Four Inbound Markets," Sustainability, MDPI, vol. 10(2), pages 1-18, February.
    2. Mingze Wu & Yueji Zhu, 2023. "Does Farmers’ Lottery Participation Affect Technical Efficiency of Banana Production in Rural China?," Agriculture, MDPI, vol. 13(4), pages 1-17, March.
    3. Brochado, Ana & Santos, Maria & Oliveira, Fernando & Esperança, José, 2018. "Gambling behavior: Instant versus traditional lotteries," Journal of Business Research, Elsevier, vol. 88(C), pages 560-567.

    More about this item

    Keywords

    gambling; involvement; expending; social marketing; linear regression analysis;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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