LOTTERY BUSINESS- A DYNAMIC ENVIRONMENT

This study tested social cognitive theory hypotheses of reciprocal and sequential effects among person, environment variables and behavior. The study examined the impact of hope, superstitious belief and environmental factors on the frequency, amounts of lottery gambling and chasing of particular numbers among lottery gamblers. Models were constructed to test the effect of hope, superstitious belief and environmental factors on gambling behavior, and the reciprocal effect of gambling behavior on hope, superstitious belief and environmental factors. Results confirmed the theoretical reciprocal effects. A sequential effect showing the effects of environmental factors on superstitious belief, hope and gambling behavior was also constructed and hope was found to be the result of superstitious belief. To reduce lottery gambling, the players need to be warned of their distorted hope and the small chance of winning lottery.