In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same.
Researchers have extensively studied gambling motivations and behaviors, with most research focusing on one type of gambling activity or on one type of gambler (problem or recreational). Little research has focused on the differences in motivations between the various types of gambling activities or the various types of gamblers. Furthermore, no study, to the best of the authors’ knowledge, conceptually attempts to understand the multiple control mechanisms that influence gambling motivations or the external experiences a gambler may encounter that impact and change these control mechanisms and motivations. This research seeks to address these gaps in the literature by conceptually developing a framework that examines the flow of gambling motivations and behavior through the perceived locus of control and self-control the gambler displays and examines the external events or experiences that impact this flow. Furthermore, this framework distinguishes and compares the differences in flow as affected by these two control mechanisms through various gaming activities.