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Korean Psychological Journal of Culture and Social Issues

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Vol.10 No.3

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The psychological factors and impacts in lotter-purchasing decisions

Korean Psychological Journal of Culture and Social Issues / Korean Psychological Journal of Culture and Social Issues, (P)1229-0661; (E)1229-0661
2004, v.10 no.3, pp.19-36

(2004). The psychological factors and impacts in lotter-purchasing decisions. Korean Psychological Journal of Culture and Social Issues, 10(3), 19-36.

Abstract

An experimental research investigated the components of lottery games affecting lottery- purchasing behaviors and the psychological consequences of the behaviors. In the experiment, participants were given a chance to purchase a lottery tickets during a series of computer games and their decision of purchasing the lottery ticket was measured. Also, the size and probability of the lottery games were manipulated and the perceived difficulty, satisfaction of the mid-outcome, and perceived probability of success in the computer game were measured in order to examine their impacts on participants' lottery-purchasing decisions. In addition, the behavioral tendency, satisfaction of the final outcome, and perceived self-capability in the computer game were measured at the end of the computer games in order to examine the effects of lottery-purchasing experiences on the variables. Participants who perceived the games as easier and estimated the probability of their success highly were more likely to buy the lottery tickets. However, the winning prize and odd of lottery tickets, perceived satisfaction of their own performance, and the performance itself did not influence the purchasing decisions. The common beliefs on the negative effects of lottery-purchasing experiences on human motivation and behaviors were not supported. The implications of the present research findings and limitations of the experimental research on lottery were discussed.

keywords
lottery, consumer behavior, winning probability, self-efficacy, optimistic bias, lottery, consumer behavior, winning probability, self-efficacy, optimistic bias, 복권, 복권구매, 당첨확률, 자기효능감, 낙관적 편향

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