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How do gamblers maintain an illusion of control?

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  • Cowley, Elizabeth
  • Briley, Donnel A.
  • Farrell, Colin

Abstract

Introduction: Gamblers' enduring illusions of control (IOC) may be one reason why they continue to gamble in the face of sustained losses. If gamblers persist in the belief that they have special skills, knowledge and other advantages when gambling, they may be able to convince themselves it is worth doing again. Maintaining an IOC requires selective attention of the illusion supporting moments during the construction of an evaluation of a gambling session.Objective: Test the hypothesis that selected moments, specifically the moment of the highest win and the last moment of the gaming session, explain the retrospective evaluation of the session for gamblers high in the illusion of control.Method: A total of 102 and 35 experienced gamblers were recruited from gambling venues and participated in two studies by gambling on 20 occasions on coin toss outcomes. Participants were asked to evaluate their enjoyment of the gambling experience they had just completed, and completed an IOC Beliefs Questionnaire designed to measure the extent to which they believe they are good at influencing gambling outcomes.Results: Gamblers with a high IOC use the largest win in their evaluation when they lose. This is consistent with the motivated selective attention hypothesis. Non-threatened gamblers, those with a low IOC or winners, use the final outcome as the determinant of their evaluation of the gaming session.Conclusion: The results suggest that instead of altering an important characteristic of self, gamblers instead reflect on the moment of a gambling episode that does not threaten, and in fact supports, their ability to find patterns in random events. Indicators of the illusion could be used to assist gamblers in controlling their own behavior.

Suggested Citation

  • Cowley, Elizabeth & Briley, Donnel A. & Farrell, Colin, 2015. "How do gamblers maintain an illusion of control?," Journal of Business Research, Elsevier, vol. 68(10), pages 2181-2188.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:10:p:2181-2188
    DOI: 10.1016/j.jbusres.2015.03.018
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    References listed on IDEAS

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    1. Cowley, Elizabeth, 2008. "Looking back at an experience through rose-colored glasses," Journal of Business Research, Elsevier, vol. 61(10), pages 1046-1052, October.
    2. Elizabeth Cowley, 2008. "The Perils of Hedonic Editing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 71-84, January.
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    5. Daniel Kahneman & Peter P. Wakker & Rakesh Sarin, 1997. "Back to Bentham? Explorations of Experienced Utility," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 112(2), pages 375-406.
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    Cited by:

    1. Dickinson, David L. & Reid, Parker, 2023. "Gambling Habits and Probability Judgements in a Bayesian Task Environment," IZA Discussion Papers 16306, Institute of Labor Economics (IZA).

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