How confidence and uncertainty affect consumers’ enjoyment of gambling

Chien-Huang Lin1, Hui Hsi Hung1, Yi-Hsin Li1
1Business Administration, National Central University, Taiwan
Cite this article:  Lin, C.-H., Hung, H. H., & Li, Y.-H. (2012). How confidence and uncertainty affect consumers’ enjoyment of gambling. Social Behavior and Personality: An international journal, 40(3), 425-432.

Volume 40 Issue 3 | e2503 | Published: April 2012 | DOI: https://doi.org/10.2224/sbp.2012.40.3.425

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact
In this research we explored the moderators that affect enjoyment when consumers gamble on predictions. We provide evidence that consumers who make predictions with great confidence will have more enjoyment and will increase the amount of their bet in a situation of high uncertainty. The findings have implications for marketing managers in that marketers may be able to create a controllable, yet risky, environment for consumers to increase their enjoyment. The results can also be applied by gambling companies to strategically enhance consumers’ confidence and further encourage them to increase betting amounts. This research reinforces existing theories that levels of confidence and uncertainty can influence willingness to bet.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.