Lindridge, Andrew; Beatty, Sharon E.; Northington, … - In: Qualitative Market Research: An International Journal 21 (2018) 3, pp. 296-315
Purpose: Gambling is increasingly a global phenomenon, derided by some as exploitative and viewed by others as entertainment. Despite extensive research into gambling motivations, previous research has not assessed whether gaming choice is a function of one’s personal motivations or simply a...