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Faculty of Economics and Business, Universiti Malaysia Sarawak (UNIMAS) 94300 Kota Samarahan, Sarawak

FEB Working Paper Series No. 1202

FACTORS INFLUENCING INDIVIDUALS GAMBLING BEHAVIOR: A CASE STUDY IN MALAYSIA

Rabaah Tudin Woon Chan Yei

Working Paper Series No. 1202

March 2012

The FEB Working Papers describe research in progress by the author(s) and are published to elicit comments and further debate. The views expressed in this Working Paper are those of the author(s) and do not necessarily represent those of Faculty of Economics and Business (FEB) or Universiti Malaysia Sarawak (UNIMAS). Working papers published under this Series may subsequently be published elsewhere.

2012 Faculty of Economics and Business (UNIMAS)

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FACTORS INFLUENCING INDIVIDUALS GAMBLING BEHAVIOR: A CASE STUDY IN MALAYSIA


Rabaah Tudin* & Woon Chan Yei Faculty of Economics & Business, Universiti Malaysia Sarawak *Tel: 082-584422, Fax: 082-583999, trabaah@feb.unimas.my
ABSTRACT Factors influencing individual gamblers decision making may differ because of different country, races, religion and culture of residents. The main objective of this study is to investigate the factors influencing individuals gambling behavior in terms of marketing activities and psychological factors toward gambling behavior. The scope of this study was limited to casino visitors above 19 years old at Genting Highlands, Malaysia. A total of 200 filled questionnaires were analyzed. Hypothesis 1 is not rejected as marketing activities positively influence individuals gambling behavior. Hypothesis 2 is rejected as psychological field did not influence individuals gambling behavior. As conclusion, marketing activities tend to influence individuals gambling behavior unlike psychological aspect. This study suggested that marketers should focus more on marketing activities. INTRODUCTION Gambling is getting popular as personal leisure activity across many regions, countries, and cultures. Many governments are aware of the economic benefits of the gambling industry such as tourist expenditures, citizen employments, personal income and tax revenues toward their countries. Gambling industry has been considered for more legislation in Western Countries as well as in many Eastern Countries (Sutton & Griffiths, 2008). Global gambling landscape has changed greatly during the last few decades (Lee, Lemanski, & Jun, 2008). Traditionally, gambling is a kind of small scale excitement. As the gambling industry has been expanded worldwide, gambling activities are transformed into an international scale entertainment industry and business due to people increased interests in travelling and gambling in casino. For instance, one of the current trends in many countries has been to develop the casino industry to attract more foreign visitors. The gambling industry saw a continuation of strong economic impact toward countries operating gambling facilities and the gross revenues has rapidly increased in this few decades (Wu & Wortman, 2009). In USA, The gross revenues of casinos and gambling achieved $90.93 billion in 2006 and grew to $93 billion in 2007 (American Gaming Association, 2008). In Canada, the net revenue from government-operated lotteries, video lottery terminals(VLTs) and casinos increased from $2.7 billion in 1990, to $9.0 billion in 2000, these generate more than $5 billion tax profits for Canadian government (Tanya & Donald, 2003). Interestingly, Macao is the largest gambling city in the world due to Macaos gross gambling revenue that has even exceeded the Las Vegas (Gaming Inspection and Coordination Bureau, 2010). Macao gambling tax is reported to be more than 70%(HK $55.88 Billion, 2009) of the Macao Special Administrative regions total fiscal revenue. On average, the Japan gamblers have contributed the equivalent of US$232 billion during 2008 (McCurry, 2009). In Malaysia, total tax revenue in 2009 amounted to RM158.6 billion and gambling industry contributed RM3 billion or 2% of total tax revenue but not including the illegal gambling revenue in Malaysia. (Gambling tax for anti-gambling drive, 2010). Indeed, Malaysia gambling industry are becoming saturated with competitors vying to attract the visitors to their countries. Therefore, marketers can only be successful if they have a good understanding of consumers decisionmaking processes. Studies on consumer decision-making have been mostly conducted in Western countries or societies (Rickwood & White, 2009; Senecal, Kalczynski, & Nantel, 2003; Smith & Rupp, 2003). The findings from these studies might not be appropriate and cannot be apply to Malaysia scenario as people from different country have diverse characteristic and attitudes on gambling. With rapid economic development, changes of economic situation and globalization made consumer decision-making very essential for marketers to understand and to determine the target market (Schiffman & Kanuk, 2007). Despite the growth of gambling industry in

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Malaysia, a limited amount of study has looked into the factors of influencing individuals gambling behavior. Understanding the complexities of consumer gambling behaviour is important because consumers are often faced with alternative choices as the increasing amount of information given by each gambling industry players. Consequently, the purpose of this project is to investigate if the marketing activities and psychological factors influence consumer decision making process on their gambling activities. METHODOLOGY This survey is concentrated on consumers that visit Casino de Genting at Genting highlands, Malaysia and the respondents aged above 19 years old. Casino de Genting is chosen for the research it is Malaysias sole casino and it offers the latest gambling technology such as electronic table games and cashless gaming systems for its slot machines (The Genting History, 2010). Based on the Genting Malaysia Berhad Annual Report 2009, the Resort received 19.5 million visitors in 2009 that included local and foreigners. This population is used to represent the population of gamblers that visit Genting Highland. Hence, the minimum sample size is 384 respondents as the size of population was more than 1,000,000 people (Sekaran & Bougie, 2010). Researcher chose to distribute 400 set of questionnaires. Convenience sampling, Non-probability technique, was used in this study whereby i) all respondents were above 19 years old, ii) all respondents must been customers of Casino de Genting, iii) whomever, around Genting Highlands Resorts, are willing to cooperate and willing to participate in the study. Basically, the questionnaire is written in English and back-to back translated into Mandarin. It is believed that there is a high probability that the target respondents may be Chinese. Malay language is not chosen because Muslim (mainly Malay) is not allowed to gamble in Malaysia. Pilot test was conducted to determine the clarity and appropriateness of the questions. Five set of questionnaires were distributed and respondents took about 15 to 20 minutes to complete. Necessary modification was made to the questions after the pilot test exercise. Final data gathering was conducted after the Management of Genting Highland Resort gave their permission. Questionnaires were distributed from December 2010 to February 2011, to take advantage of the holidays so many visitors are willing to spend their time participating in this study. Measurement The questionnaire were borrowed and adapted from many researchers (Holtgraves, 2009; Back, Lee, & Stinchfield, 2010; Moore, Thomas, Kyrios, Bates, & Meredyth, 2010; Langhinrichsen-Rohling, Rohde, Seeley, & Rohling, 2004; Derevensky, Sklar, Gupta, & Messerlian, 2009; Lee, Lee, Bernhard, & Yoon, 2006; Fang & Mowen, 2009; Wu & Wortman, 2009; Sutton & Griffiths, 2008) and modified to meet the specific objectives of this study. The questionnaire designed by this study consists of four sections: A, B, C and D. Section A asked demographic questions such as nationality, gender, age, religion, higher education level, allowance or gross income and occupation. Section B was aimed to identify individuals gambling behavior, including an 8 scales of seven point scale from never (1) to every times (7). The Section C was aimed to define the factors influence respondents gambling decision. There are three factors which is firms marketing activities, sociocultural environment and psychological field. Respondents are invited to record the factors that influence them most by indicating their agreement with each statement on a 1-7 Likert scale from the extremely disagree (1) to the extremely agree (7). The Likert scale is chosen because it allows the researcher to perform certain statistical operations on the data collected from the respondents (Sekaran & Bougie, 2010). Section D consisted with one open-ended question which is designed to gain the comments and suggestion from respondents toward gambling. LITERETUREREVIEW Gambling and Consumer Decision Making Based on Westers dictionary (2010), gamble or gambling is playing a game for money or other stakes. It is well known that gamble or gambling are always connected with winning money in risky decision (Cavion, Wong, & Zangeneh, 2008; Cockrill, Goode, & Emberson, 2008). Thus, gamble or gambling can be viewed as an individual playing a game while stake money and potrayed of risky for generate revenue in this study. Schiffman & Kanuk, (2004) defined consumer behavior as how individuals make decision to spend their available resources (time, money, effort) on consumption-related items. Decision making is a complex cognitive

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process involving perception, learning and information processing (Zhang & Zhang, 2007). Generally, people make the decision without stopping thinking about what we want and how we are doing it. A decision is the selection of an option from two or more alternative choices (Schiffman & Kanuk, 2004). Thus, consumer decision-making can be defined as patterns of consumers that come first, determine and follow on the decision process for the acquisition of need and want satisfying products, ideas or services (Boonlertvanich, 2009; Plessis, Pj & Rousseau, 1991). On the other hand, it is corelated between internal and external frame. Consumer decision making is complicated as a result of external influence that have to be handled within an internal frame of reference that has come about through consumer socialization (Erasmus, Boshoff & Rousseau, 2001). External factors affect consumer decision making. For example, consumers are just as likely to purchase impulsively and to be influenced by family and friends, by advertisers and role models, mood, situation and sensation (Schiffman & Kanuk, 2007; Smith & Rupp, 2003). Hence, the decision making starts with maximizing the customers benefit in purchasing goods and service. External influences Marketing Activities Basically, external factors are the attributions that come from outsides and beyond the control of individual. There are many types of external factors and these will give impacts on consumers internal influence. The firms marketing effort is categorized under external influences (Schiffman et al., 2010). Companies offered the product and services to their target market at best value. Casinos marketing strategies have significant relationship toward the customer gambling behaviour (Xiang & John, 2009; Wendy, Caspi, Terrie, &Prulton, 2005; Wu&Wortman, 2009). Product, promotion, price, place activities are discussed here. A research outcomes showed that the important of employees in provided that the right customer experience is higher in Asian markets than Western markets because Asian customer prefer table games featuring live dealers while Western customers tend to play automated slot machines which require minimal employee-customer interaction (Kale & Spence, 2009). Zangeneh, Blaszczynski, & Turner (2008) in their research states that slot games are easier to play, the potential for large prizes, and offer very low minimum bets. However, the table games might make the casino seem more glamorous and added excitement since that games involve some skills(Zangeneh, Blaszczynski, & Turner, 2008). Park, Yang, Lee, Jang, & Stokowski (2002) claimed that people with highest involvement on self-expression are not significantly influenced by casinos product and services but gamblers do not perceive gambling activities as social interaction. The marketers frequently use promotional games, such like sweepstakes and contests, to influence customers purchase intention (Fang & Mowen, 2009) and these promotional games can be viewed as a form of gambling employed for the purpose of building brand awareness, influencing consumers, and obtaining market research information (Schmidt, 2000). Interestingly, corporate sponsorship remains an effective form of indirect promotion for glamorizing gambling (Monaghan et al., 2008). For example, the Genting Group contributes largely to organizations of various sporting events, including being a main sponsor and official partner of the various sporting events. Hence, the corporate brand awareness and word of mouth marketing are increasing day-by-day. Furthermore, gambling advertising may also works as an effective way to capture the individuals attention. Some of the advertisements are exposure of and reinforcement of winning, happiness and excitements (Derevensky et al., 2009). Incentives (Zangeneh et al. 2008), musical productions (Zangeneh et al., 2008), package tours (Wu & Wortman, 2009; Zangeneh et al., 2008), free token (Bjelde et al., 2008), entertainment show (Bjelde et al., 2008; Gosker, 1999), free food and beverages (Bjelde et al., 2008) and alcoholic drink (Zangeneh et al. 2008) are tactics to keep the players continue playing in casino. Moreover, Bjelde et al., (2008) and Gosker(1999) found that gathering points on their membership cards to exchange the rewards from the organizations also as a successful promotion strategy. Internal ambience (temperature, lighting, background noise, odours, colours, music and other customers) would have positive affect on the customers (Cockrill et al., 2008). Pricing is probably the most important consideration for the average consumer (Cadogan & Foster, 2000). If the perceived values of the product are greater than cost, it is observed that consumers will purchase that product (Wong & Sidek, 2008). Neeley, Kyeong, & Kennett-Hensel (2010) studied on wine as the focal product, found that the price consciousness mediates the relationship between expertise and consumption, but only for those consumers who have a high hedonic orientation. Gamblers who perceived high value of consumption are more

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willing to pay a premium price for their trip to casino and revisit the casino. Sometimes, their gambling behaviour is not easily affected by price. Place is an outlets that customers can get their desire products and services. Place is about getting the product or services to the customer in order to maximize utility (Vitale & Giplierano, 2002): available in right size package and quantity (form utility); available at useful time (time utility); available where and when it is expected (place utility). Gambling venues that provide convenience, opening hours or atmosphere, socially accessible as geographically and temporally available with few interruptions (Moore, Thomas, Kyrios, Bates, & Meredyth, 2010) are preferred. In 2008, Cockrill, Goode, & Emberson conducted a study within UK betting shops and the findings showed that the internal ambience is generally perceived as favorable however, respondents will still spend their time at betting shop even though the betting shop was uncomfortable temperature and extreme background noise and that a poor layout would not discourage them from betting (Cockrill, Goode, & Emberson, 2008). Internal Factors - Psychological Psychological field are refer to the inner qualities of the consumer. Marketers have highly concern on consumer psychological reseach since it may provided the valuable marketing tools that helps to identify the market segment. Previous researchers states that psycholgical factors (e.g., emotional, behavioral, cognitive, personality) potentially contributed to individuals gambling behavior (Holub, Hodgins, & Peden, 2005). The higher the psychological risk, the greater the negative effect between purchase intentions and repurchase decisions (Lin & Chen, 2009). Furthermore, another research also supported that there was significant impact of buyers psychological risk toward purchase behavior (Xu, Lin, & Shao, 2010). Motivation, perception, learning, personality and attitude are discussed in this section. Several studies have proved that motivations have positive relationship toward gambling behaviour. Monetary motivation was the most common reason to gamble (Coman GJ, 1997; Holub, Hodgins, & Peden, 2005; Lee et al., 2006; Lee HP, 2007; Liu, Maciejewski, & Potenza, 2009; Martin, Lichtenberg, 2010; Neighbors C. Lostutter, 2002; Stevens & Beristain, 2004). Gambling for excitement and performed strategic moves involve competitive interaction (Fang & Mowen, 2009; McDaniel SR, 2003). Socialization (Fang & Mowen, 2009; Lee, Lee, Bernhard & Yoon,2006; Liu et al., 2009; Neighbors C, 2002; Southwell, Boreham & Laffan, 2008; Wiebe & Cox, 2005), escape from problem (Fang & Mowen, 2009; Lee et al., 2006; Martin, Lichtenberg, & Templin, 2010) entertainment (Martin et al., 2010; Smith & Wynne, 2002), and to support worthy causes (Smith & Wynne, 2002) can be included as influential factors for individual to gamble. The majority of Singapore respondents agree that gambling was very likely to lead to a happy life and gambling once in a while was acceptable (Singapore National Council on Problem Gambling, 2006). For example, some of the people treat gambling as a part of their hobby and it is interesting for them to join these activities. Perception is very subjective for each person. According to Vong (2008) age, education level, and residence status influences gambling perceptions. People learn to acquire information and learning process occurs even when one is not doing anything. Individual may learn from various way though observation, behavior and practice. Generally, social learning refers to any machinery through which individuals learn from others (Cai, Chen, & Fang, 2007). It includes observational learning, where individual behaviour is based on their observation of the behaviour of others because of the information they get (Cai, Chen, & Fang, 2007). For example, many gamblers will pay attention to crucial details in the gambling activity before they make the decision to bet. The gamblers identify with the strategy used by the other gamblers, evaluate the models task behaviour and define the self-reflection (Janssen &Rijlaarsdam, 2006). It is relatively large proportion of the total variance for the learning factors (learning and practicing gambling) that represents a motivational theme for the casino visit (Lee, Lee, Bernhard, & Yoon, 2006). Thus, the learning factors would be a strong component involved in the gambling behaviour. Personality factors are essential to the study and the understanding of gambling behaviors as they may be involved in peoples development and maintenance. Fang & Mowen, (2009) findings showed that positive links exist

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between competitiveness and gambling behavior while anxiety, worry and depreciation are closely linked to gambling (Fang & Mowen, 2009). Another findings showed that the civic personality are positively significant related to gambling behavior but negatively related to problem whilst having self centered personality, competitive and big spender are not significant related to gambling behavior (Hraba & Lee, 1995). Another research found that gambling player adopting an aggressive style to be higher in extraversion than passive players and superstitious players to be lower in extraversion than non-superstitious players (Brown & Mitchell, 2009). Multiple literature revealed the positive relationship between attitudes and gambling behavior (Derevensky et al., 2009; Hraba & Lee, 1995; Oh & Hsu, 2001), and lead to gambling intention (Lee, Lemanski, & Jun, 2008). Hraba and Lee (1995) found that attitude towards consulting astrological charts, keeping track of winning lotto numbers, selecting own number and feeling that lotto is a game of chance and skills have positive significant relationship with gambling. Moreover, luck and skills plays a large role in gambling. Another findings claimed that the age appears to be related to perceived skill and luck in gambling while as the age of youth increased the perceived amount of luck involved in gambling activity also increased (Derevensky et al., 2009). Sutton and Griffithss (2008) study found that many gamblers felt that gambling activity provides recreational appeal (34%) and psychological comfort (33%). DISCUSSION There were 400 sets questionnaire printed and distributed in Genting Highland through convenience sampling method. A total of 244 were returned, 200 usable. Due to incomplete information, 44 sets of questionnaire were not analyzed. This figure deem acceptable as previous researchers had succeeded their studies. For instance Peller, Laplante, & Shaffer, (2008) analyzed 159 questionnaires on his topic Parameters for Safer Gambling Behavior: Examining the Empirical Research and Arthur, et al., (2008) analyzed 148 questionnaires on his topic The Validity and Reliability of Four Measures of Gambling Behavior in a Sample of Singapore University Students. Majority of the respondents are Malaysian (71.5%), male (52.5%), age group between 41- 60 years old (55%), Buddhist (70.5%) and claimed that primary and secondary education as their highest qualification (69%). The skew toward Buddhists respondents was because the gambling activity has certainly been part of Malaysian culture for non-Muslim and most of the respondents are Buddhists. This result of this study supported those by Wu& Wortman (2009) that most of the gamblers are from low education level and also supported those by other authors (Bjelde, Chromy, & Pankow, 2008; Wu & Wortman, 2009) that the number of elderly customers in casino is excessively higher. A large proportion of the respondents were employed (49.0%), many earned or have allowance less than RM1001 (41.0%) while many others earned between RM1001 to RM3000 (35%). The findings also consistent with previous studies by Wu & Wortman (2009) the important change affecting these elders is that they are getting closer with the retired period, unemployment, housewife, and passed the career spur period, which means they will have more leisure time to participate in gambling activity. Hypothesis Testing The main objective of this study is to investigate the factors influencing individuals gambling behavior in terms of marketing activities and psychological field. From Table 1, the finding of factor analysis showed that three components - Prior Gambling Behavior, Physical Gambling Behavior, and Post Gambling Behavior were derived from gambling behavior. The overall KaiserMayer-Olkin (KMO) value of gambling behavior was 0.687, factor loading value between 0.577 to 0.798, Eigenvalues between 1.010 to 2.293, cumulative percentage of variance = 56.541%, overall mean = 2.57, overall standard deviation = 0.924, Cronchbachs Alpha = 0.628. As a result, this illustrate that the data was reliable since the overall Cronbachs alpha values were more than minimum standard 0.6 recommended by Nunnally (1967).

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Table 1: Overall Variance Explanation of Gambling Behavior


Eigenalues Reliability 0. 628 0.793 Sig. 0.000** Reliability % of Variance Factor Loading StdDev No of Item KMO 0.687 0.804 KMO Mean 2.57

variable

Gambling Behavior (prior gambling behavior, physical gambling behavior and post gambling behavior

0.577 0.798

1.0102.293

56.541

0.924

Hypothesis 1: Marketing activities positively influence individuals gambling behaviors. H1 is accepted, marketing activities positively influence individuals gambling behavior. A Linear Regression between the two variables marketing activities and gambling behavior was significant with =0.309, (p<0.05) (refer Table 3). This research concludes that consumers react positively to firms marketing activities, focusing on promotion, product, service & place, price, winning, positioning and process. As finding, the respondents had favorably perspective toward firms marketing activities because the more marketing activities develops by gambling industry players the more positively consumer will participate the gambling behavior. Table 2: Overall Variance Explanation of Marketing Activities
Eigenalues % of Variance Factor Loading StdDev 1.003 No of Item Mean 3.41 t value 3.764

Variable

Marketing Activities (Promotion, Product, Service& Place, Price, Winning, Positioning, Process)

18

0.5300.819

1.0284.458

58.389

Table 3: Standard regression analysis: Marketing Activities influence on Individuals gambling behavior
Variable Marketing Activities Unstandardized Coefficient (B) 0.309

Dependent Variable: Gambling Behavior; **p-value less than 0.05

Therefore, the finding supported marketing activities had significant positive influence on gambling behavior. Such results are supported by previous researchers (Bjelde, Chromy, & Pankow, 2008; Fang & Mowen, 2009; Wu & Wortman, 2009; Zemke & Shoemaker, 2009) who indicated that marketing activities are associated with consumer gambling behavior. There are 18 survey items and reduced into 6 identified component namely, Promotion, Product, Service & Place, Price, Winning, Positioning, and Process from the marketing activities variables when factor analysis was carried out. Based on the Table 1 showed the overall values Kaiser-Mayer-Olkin (KMO) of marketing activities was 0.804, factor loading value between 0.530 to 0.819, Eigenvalues between 1.028 to 4.458, cumulative percentage of variance = 58.389%, overall mean= 3.41, overall standard deviation= 1.003, Cronbachs Alpha= 0.793. As a result, this illustrated that the data was reliable since the overall Cronbachs alpha values were more than minimum standard 0.6 recommended by Nunnally (1967). This finding supported those of previous researchers (Bjelde, Chromy, & Pankow, 2008; Wu & Wortman, 2009; Zangeneh, Blaszczynski & Turner, 2008) that promotion tactics attract the customers. However, the result does not support those of Senecal, Kalczynski, & Nantel (2003) who claimed that the type of product did not singnificantly influence the consumer decision making. Hypothesis 2: Psychological Field positively influences individuals gambling behaviors. H2 is rejected, Psychological Field does not influence individual gambling behavior.

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A Linear Regression test between the two variables (Table 5) shows that the relationship between Psychological field and Gambling Behavior was no significant relationship =0.038, (p>0.05). The result shows that psychological field has insignificantly impact on gambling behavior. It seems that even though respondents know that their gambling habits bring psychological risk, they still continue with their gambling activity. Table 4: Overall Variance Explanation of Psychological Field and Gambling Behavior
Eigenalues variable Reliability 0.737 Sig. 0.741 % of Variance Factor Loading StdDev No of Item KMO 0.760 Mean 3.06 t value 0.331

Psychological Field (cognition attitude, conative attitude, emotion, personality, perception, motivation, self- intention, perspective, excitement)

23

0.5420.823

1.0245.911

57.512

0.968

Table 5: Standard regression analysis: Psychological Field influence and Individuals gambling behavior
Variable Psychological Field
Dependent Variable: Gambling Behavior

Unstandardized Coefficients (B) 0.038

From the Table 4 above, there are 23 survey items and reduced into 9 identified component namely, cognition attitude, conative attitude, emotion, personality, perception, perspective, perception, motivation, self-intention and excitement from the psychological field variables when factor analysis was carried out. The overall psychological field Kaiser-Mayer-Olkin(KMO) value was 0.760 Eigenvalues between 1.024 to 5.911, cumulative percentage of variance= 57.512%, overall mean = 3.06, overall standard deviation= 0.968, Cronbachs Alpha= 0.737. As a result, this illustrated that the data was reliable since the overall Cronbachs alpha values were higher than minimum standard 0.6 recommended by Nunnally (1967). This findings are consistent with research being conducted in Singapore (Singapore National Council on Problem Gambling, 2006) that indicated gambling once in a while are acceptable. However, the findings did not support those by previous researchers (Lin & Chen, 2009) that the higher the psychological risk, the greater the negatively effect between purchase decisions. Through the analysis, it is believed that the psychological field factor did not effectively influence the gamblers in Malaysia. Additionally, it showed that people are aware of how to manage their finance and they treat gambling as common activities. CONCLUSION Currently, the increasing the number of gambling activity as well as the amount of information carried by each gambling activity might be overloaded and confuse consumers and hence result in frustrated decisions. Therefore, understanding the decision making is very essential to marketers. The main objective of this study is to investigate the factors influencing individuals gambling behavior in terms of marketing activities and psychology factors toward gambling behavior. Hypothesis 1 is not rejected as marketing activities positively influence individuals gambling behavior. As finding, the respondents had favorably perspective toward firms marketing activities because the more marketing activities develops by gambling industry players the more positively consumer will participate the gambling behavior. On contrary, Hypothesis 2 is rejected as psychological field did not influence individuals gambling behavior. Although the respondents know that gambling habits bring psychological risk, they still continue with their gambling activity. It is believed that the self-emotion and selfefficacy of respondents are high with gambling. As conclusion, marketing activities tend to influence individuals gambling behavior unlike psychological aspect.

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Rabaah Tudin and Woon Chan Yei

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