How Confidence and Uncertainty Affect Consumers' Enjoyment of Gambling

Abstract

In this research we explored the moderators that affect enjoyment when consumers gamble on predictions. We provide evidence that consumers who make predictions with great confidence will have more enjoyment and will increase the amount of their bet in a situation of high uncertainty. The findings have implications for marketing managers in that marketers may be able to create a controllable, yet risky, environment for consumers to increase their enjoyment. The results can also be applied by gambling companies to strategically enhance consumers' confidence and further encourage them to increase betting amounts. This research reinforces existing theories that levels of confidence and uncertainty can influence willingness to bet.