Abstract
Superstition is a salient belief given the desire of individuals to control outcomes in daily life, particularly in the context of gambling. This study contributes to the literature by distinguishing controllable superstition from uncontrollable superstition. Furthermore, their relationships with enduring involvement and, subsequently, behavioural involvement, including gambling frequency and variety, are examined. Using partial least squares structural equation modelling, the analysis of data collected from 496 casino gamblers indicates that uncontrollable superstition has two sub-dimensions, which include impersonal outcome and personal state. Controllable superstition positively predicts gambling frequency and variety via enduring involvement, whereas uncontrollable superstition has no effect on enduring involvement. The findings indicate that superstition should not be treated as a unidimensional construct, as controllable and uncontrollable superstitions have different effects on consequential variables. Practical implications are provided for gambling regulators and casino operators.
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