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Government‐sponsored lotteries: Exploring purchase and nonpurchase motivations
Author(s) -
Miyazaki Anthony D.,
Langenderfer Jeff,
Sprott David E.
Publication year - 1999
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199901)16:1<1::aid-mar1>3.0.co;2-w
Subject(s) - lottery , consumption (sociology) , government (linguistics) , marketing , psychology , key (lock) , advertising , public relations , public economics , business , social psychology , economics , political science , sociology , microeconomics , social science , computer science , linguistics , philosophy , computer security
Although the consumption of government‐sponsored lotteries has grown considerably over the past 30 years, few researchers have considered the psychological motivations underlying lottery purchase behavior. The present research explicitly investigates this issue by examining not only the reported motives for playing the lottery, but the motives for not playing as well. Based on open‐ended surveys of lottery‐eligible individuals, a formal taxonomy of purchase and nonpurchase motivations is developed. Variations in lottery expenditures are examined with respect to the reported motivations, demonstrating the key role of nonpurchase motivations in understanding lottery consumption levels. Policy implications and avenues for future research are also discussed. © 1999 John Wiley & Sons, Inc.