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Consumer behaviour in the scratch card market: a double-hurdle approach

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  • Vishal Chandr Jaunky
  • Bhooshan Ramchurn

Abstract

This paper investigates how various socio-demographic as well as psychological factors are related to the purchasing frequency of Le Millionaire scratch card in Mauritius. In order to obtain a refined description and understanding of consumer behaviour, special attempts have been made to control for the personality traits of an individual. The OCEAN model of personality is thereby considered. We employ cross-sectional micro-data acquired from a household drop-off survey with a sample size of 1135 observations. Within a double-hurdle framework, gender, residential location, educational level, household income, alcohol consumption, other forms of gambling activities, and personality traits are found to be determining factors affecting an individual's decision to gamble in the scratch card market. Our findings help us to draw attention to the consequences of risk-taking behaviours and how personality-specific policies can be designed to influence gambling behaviour.

Suggested Citation

  • Vishal Chandr Jaunky & Bhooshan Ramchurn, 2014. "Consumer behaviour in the scratch card market: a double-hurdle approach," International Gambling Studies, Taylor & Francis Journals, vol. 14(1), pages 96-114, August.
    • Handle: RePEc:taf:intgms:v:14:y:2014:i:1:p:96-114
    DOI: 10.1080/14459795.2013.855251
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    References listed on IDEAS

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    1. Wichert, Laura & Pohlmeier, Winfried, 2010. "Female labor force participation and the big five," ZEW Discussion Papers 10-003, ZEW - Leibniz Centre for European Economic Research.
    2. Nils Braakmann, 2009. "Psychological traits and the gender gap in full-time employment and wages: Evidence from Germany," Working Paper Series in Economics 112, University of Lüneburg, Institute of Economics.
    3. Nils Braakmann, 2009. "The Role of Psychological Traits for the Gender Gap in Full-Time Employment and Wages: Evidence from Germany," SOEPpapers on Multidisciplinary Panel Data Research 162, DIW Berlin, The German Socio-Economic Panel (SOEP).
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    1. Vishal Chandr Jaunky & Jamiil Jeetoo & Shreya Rampersad, 2020. "Happiness and Consumption in Mauritius: An Exploratory Study of Socio-Economic Dimensions, Basic Needs, Luxuries and Personality Traits," Journal of Happiness Studies, Springer, vol. 21(7), pages 2377-2403, October.
    2. Jiang, Yuan & House, Lisa A., 2017. "Comparison of the Performance of Count Data Models under Different Zero-Inflation Scenarios Using Simulation Studies," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258342, Agricultural and Applied Economics Association.
    3. Philomena M. Bacon & Anna Conte & Peter G. Moffatt, 2024. "Gender and gambling preference," Applied Economics, Taylor & Francis Journals, vol. 56(4), pages 426-439, January.
    4. Edmund R. Thompson & Gerard P. Prendergast & Gerard H. Dericks, 2021. "Personality, Luck Beliefs, and (Non-?) Problem Lottery Gambling," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 16(2), pages 703-722, April.

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