Department of Hospitality and Gaming Management

Gambling is now a popular legal activity among people around the world. Despite numerous studies on individuals’ gambling behavior, few researchers examine the influence of religiosity on gambling participation. This study investigated the effect of religiosity, measured in terms of frequency of religious participation and importance of faith, on gambling participation across four different types of games: casino, track, lottery, and bingo. Using data collected by the National Gambling Impact Study Commission in 1999, the study found that there was indeed a significant difference in the frequency of religious participation between gamblers and non-gamblers. Moreover, it seemed like the more types of games one played, the lower was their frequency of religious participation. The importance of faith, however, did not seem to have a significant impact on gambling participation. The implications of these findings to businesses and public policy makers were discussed.

Past research on gambling behavior has focused largely on cognitive and affective explanations, but has not explored the influence of past gambling behavior or habit. In this study, it was hypothesized that gambling behavior followed predictable patterns based on past behavior. We found that these patterns could be described by the Negative Binomial Distribution (NBD) and NBD-Dirichlet models at game and category levels respectively. An empirical study using the 1999 Australia Productivity Commission survey dataset provided some support for the usefulness of these models in describing gambling consumption. The paper explores the implications for identifying problem gambling and influencing gamblers’ behavior.

It is well documented that culture can influence consumer attitudes and behavior. While there have been numerous studies on how culture influences the four Ps of the marketing mix, few researchers have examined its effect on customer loyalty. More specifically, how consumers who identify more with certain cultural traits are likely to be more brand loyal.

Tobacco advertising is often named as the culprit that causes children to start smoking (Lancaster & Lancaster, 2003). This belief can partly be attributed to the Index of Receptivity to Tobacco Industry Promotion (IRTIP) developed by Evans, Farkas, Gilpin, Berry, & Pierce (1995). IRTIP was later modified and used by Pierce, Choi, Gilpin, Farkas, & Berry (1998) in a longitudinal study that claimed to have found a causal link between advertising and adolescent cigarette trial.

SUMMARY The power of word-of-mouth has considerable documentation since the 1960s. Word-of-mouth has been widely reported to be many times more influential than information from prints, radio, and personal selling. Despite the importance and influence of word-of-mouth, it has remained one of the most neglected marketing areas. In fact, many companies are still struggling to develop effective marketing programs that encourage consumer word-of-mouth communication.