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Gambling motivation and involvement: A review of social

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1) The dream <strong>of</strong> hitting the jackpot. This motive is salient in lotteries <strong>and</strong> other<br />

games where, for a small stake, people are <strong>of</strong>fered the possibility to win huge<br />

sums <strong>of</strong> money that promise to transform life for the better.<br />

2) Social rewards. The <strong>social</strong> rewards <strong>of</strong> gambling pertain to three dimensions:<br />

communion (<strong>social</strong>izing with other people), competition (playing against opponents)<br />

<strong>and</strong> ostentation (the player displaying wealth, skill <strong>and</strong> strong character,<br />

thereby gaining prestige).<br />

3) Intellectual challenge. <strong>Gambling</strong> has the role <strong>of</strong> an intellectually stimulating<br />

hobby <strong>and</strong> interest.<br />

4) The mood change induced by games. Some games provide plenty <strong>of</strong> excitement<br />

(e.g. horse betting with large stakes), while highly repetitive games (e.g. slot<br />

machines) may be perceived as relaxing <strong>and</strong> a way <strong>of</strong> shutting out the outside<br />

world.<br />

5) The chance <strong>of</strong> winning constitutes the core <strong>of</strong> all gambling games. Winning has<br />

pr<strong>of</strong>ound psychological <strong>and</strong> cultural significance. Winning produces a primordial<br />

joyful feeling, a most rewarding experience to any gambler.<br />

The model does not pretend to say much about varying levels <strong>of</strong> <strong>involvement</strong> in<br />

gambling. However, individual variations in the strength <strong>of</strong> the five <strong>motivation</strong>s<br />

obviously relate to individual degrees <strong>of</strong> <strong>involvement</strong> in gambling. A very strong<br />

<strong>motivation</strong> can thus be seen as producing gambling at risky levels, <strong>and</strong> multiple<br />

<strong>motivation</strong>s to increase an individual’s risk <strong>of</strong> developing problem gambling. The<br />

model has a certain correspondence to constellations <strong>of</strong> problem gambling factors<br />

that have been identified in psychological research, such as the “Four Es <strong>of</strong> problem<br />

gambling”: Escape, Esteem, Excess <strong>and</strong> Excitement [416, 417].<br />

RELEvancE tO pRObLEm GambLinG StudiES<br />

Motivational models are useful as far as they succeed in uncovering the true motives<br />

people have for gambling. Models built entirely on responses that people give to<br />

questionnaire items may not succeed in this, as the actual motives may be overshadowed<br />

by the truism that people gamble to win money. Models derived from player<br />

tracking studies <strong>and</strong> ethnographic research, as well as from in-depth interviews <strong>and</strong><br />

focus groups, appear more promising. Knowing the true motives for why people<br />

participate in gambling is obviously <strong>of</strong> value for research that aims to uncover determinants<br />

<strong>of</strong> varying levels <strong>of</strong> gambling <strong>involvement</strong>.<br />

G A M B L I N G M O T I VAT I O N A N D I N V O LV E M E N T 59

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