The application of computer simulations in exploring continuous consumer behaviour: The study of gambling behaviour


There are many industries with customers whose consumption activities are undertaken on a continuous or long-term basis can have more severe consequences financially and personally if the consumer has misconceptions of the relationship between their behavior and its outcome. The service providers in many of these industries are able to track consumption behaviours on an aggregate level. This paper illustrates using research conducted into gambling behaviour, how in these circumstances, Monte Carlo simulations can provide reliable estimates that can be useful to both marketers and policy makers.

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