Gambling Addiction & Learning Theory

Q: Research Using Learning Theory to Explain Gambling Addiction

__Skinner (1953)__ and __Custer (1982)__ propose addiction develops as a result of an early big win (positive reinforcement). __Bandura (1977)__ used the theory to explain gambling addiction.

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Explaining Gambling Addiction Through Learning Theory

There are two main components to the learning theory: classical conditioning and operant conditioning. Bandura (1977) used the theory to explain gambling addiction.

Classical conditioning

Classical conditioning involves three parts:
- Unconditioned stimulus (US).
- Unconditioned response (UR).
- Conditioned response (CR).

Gambling

In terms of gambling:
- The US would be the gambling win.
- The UR would be the excitement from the win.
  - The player would have an increased heart rate and rush of dopamine.
- The CR develops by continually pairing the US and the UR.
  - The gambling win would create excitement, so players return to gambling to obtain the excitement.

Operant conditioning

Operant conditioning involves reinforcement.
Reinforcement is like a reward for doing a specific behaviour.
- For example, a rat getting food for pressing a lever.
In the case of gambling, the reinforcement for gambling behaviour is the win.
But the win does not come after every gamble.

Variable reinforcement

So there is only partial reinforcement because the gambler does not win every time.
The gambler continues to play to seek the reinforcement, not knowing when it will come.
This is known as a variable reinforcement because the pattern of reward fluctuates.

Research

Studies have shown that variable reinforcement is enough to maintain a gambling addiction.
Gamblers will keep trying because the next time could be a big win.

Research Using Learning Theory to Explain Gambling Addiction

Skinner (1953) and Custer (1982) propose addiction develops as a result of an early big win (positive reinforcement). Bandura (1977) used the theory to explain gambling addiction.

Early big win

Obviously, not everyone who gambles will develop an addiction.
Skinner (1953) suggested that for a gambling addiction to develop, the gambler must win big within the first few times they gamble.
A big win is a form of positive reinforcement, but this must happen early to reinforce gambling behaviour.
Custer (1982) also supported the idea that reinforcement is the result of a big win.

Vicarious reinforcement

Vicarious reinforcement is when a person observes someone receiving a reward for a certain behaviour.
So they may want to imitate that behaviour to get a reward as well.
- For example, a child sees another child receive a sticker for cleaning up their desk. The child also wants a sticker, so cleans their desk.

Gambling

In terms of gambling, a person can see another gambler win big.
So they want to win big as well and will start gambling.

Evaluation: Learning Theory Explanation of Gambling Addiction

The learning theory states that people develop gambling addiction through classical conditioning, operant conditioning and social learning.

Strengths

First of all, the learning theory does demonstrate why gamblers continue to gamble even though they lose.
Variable reinforcement is enough for someone to keep gambling to seek the next win.

Support - Meyer et al. (2004)

Meyer et al. (2004) compared heart rates in gambling addicts to non-problem gamblers.
They found that signs of excitement, such as heart rate, increased when the gamblers began to play betting games.
The gamblers heart rates were also significantly higher than the non-addicts.
In other words, the conditioned response was apparent in the gamblers.

Weaknesses

The learning theory, like the cognitive theory, does not take into account other factors such as genetics or biochemistry.
There could be other reasons why people develop gambling addictions, such as increased dopamine levels in the brain (neurochemistry approach).

Generalisability

The behavioural learning theory (Skinner, 1953) drew conclusions based on animal studies of rats and pigeons.
So the findings cannot and should not be generalised to humans.