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Lookup NU author(s): Professor Andrew Lindridge
This is the authors' accepted manuscript of an article that has been published in its final definitive form by Emerald Group Publishing Ltd, 2018.
For re-use rights please refer to the publisher's terms and conditions.
Gambling is increasingly a global phenomenon, derided by some as exploitative and viewed by others as entertainment. Despite extensive research into gambling motivations, previous research has not assessed whether gaming choice is a function of one’s personal motivations or simply a desire to gamble in general, regardless of game choice among recreational gamblers. We explore this theme by considering “illusion of control” where luck and skill may mediate gambling motivation by applying two motivation theories: Hedonic Consumption Theory (HCT) and Motivation Disposition Theory (MDT), as well as examining heuristic perspectives related to gambling. Three stages of qualitative data collection were undertaken. Our findings indicate that for recreational gamblers, gaming choice is a function of personal motives. Hence, gamblers chose games that reflect their needs or motives, focusing on the game or games that best allow them to achieve their goals and desires.
Author(s): Lindridge AM, Beatty S, Northington WN
Publication type: Article
Publication status: Published
Journal: Qualitative Market Research: An International Journal
Year: 2018
Volume: 21
Issue: 3
Pages: 296-315
Print publication date: 01/07/2018
Online publication date: 25/04/2018
Acceptance date: 29/09/2017
Date deposited: 26/06/2018
ISSN (print): 1352-2752
ISSN (electronic): 1758-7646
Publisher: Emerald Group Publishing Ltd
URL: https://doi.org/10.1108/QMR-10-2016-0093
DOI: 10.1108/QMR-10-2016-0093
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