An analysis of the marketing appeals made by the legal Nevada gambling industry yields three main categories of motive toward which appeals are made: (1) rational-economic motives, (2) recreational motives, and (3) prestige-seeking motives. It was noted that the industry seems loath to exploit motives which may be related to psychopathology, such as the desire to lose in order to alleviate guilt.
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Hess et al. (1969) studied this question.
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