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Abstract
This paper reviews lottery gambling research using Bandura's (1986) social cognitive model framework. It also describes a partial test of the model among lottery gamblers in Thailand. The study hypothesised that lottery gambling is related to income levels and that respondents high in cognitive bias, money consciousness and hope, and those whose family members also played lottery would bet more frequently and more money on lotteries and chase particular numbers. Nine hundred and fifty lottery gamblers participated in the study. Log linear modelling was used to analyse the data. The resulting models found cognitive bias, frequency and amount spent on lottery purchases in a three-way relationship. Levels of income, money consciousness, hope and family members' lottery play were related to the frequency and independently to amounts spent on lottery purchases. Cognitive bias, money consciousness, hope and family members' lottery play were related to chasing of particular lottery numbers. The results of the study confirm the validity of applying social cognitive models to lottery gambling and suggest that lottery gamblers be informed of their small chance of winning on lotteries.
Acknowledgement
This research was supported by a grant from Bangkok University Research Fund.