Learning approach to gambling

• With initiation, social learning theory and positive reinforcement is crucial.
• People may observe their friends winning big and think that they can also win big so they start to gamble.
• In terms of positive reinforcement betting sites tend to give free bets which attracts new customers and keeps people coming back.
• If a person wins once then they are more likely to repeat the behaviour as they think they’ll win again.
• Partial reinforcement acts as maintenance.
• Partial reinforcement is particularly resistant and supports maintenance.
• Gambling is an escape from reality which acts as negative reinforcement.
• Some slot machines are programmed to only pay out on certain occasions which makes them unpredictable - this is partial reinforcement.
• Relapse can be seen with cue reactivity.
• Loud noise, flashing lights and commercials can act as cue to initiation gambling behaviour again.
• Learning approach cannot explain individual differences and therefore is redcutionist.
• Partial reinforcement is more reinforcing for problem gamblers than those who don’t gamble as frequently.
• 80% of children who gambled, would do so with members of their family.