Kalvinder Singh Gill

Terrence Yang
Jessica Suppiah
Sheena Chong
Qiao Qiao
Cedric Koh
Theory of Planned behavior
Definitions of attitude and behavior
Purpose of this experiment
Area of focus – Gambling
The experiment…
Findings and Conclusion
Video
 The Theory of Planned Behavior is a
theory about the link between attitudes
and behavior. It was proposed by Icek
Ajzen (last name sometimes spelled
'Aizen') as an extension of the
theory of reasoned action. It is one of the
most predictive persuasion theories. It has
been applied to studies of the relations
among beliefs, attitudes, behavioural
intentions and behaviors in various fields
such as advertising, public relations,
campaigns, healthcare, etc.
An attitude is a hypothetical
construct that represents an
individual's degree of like or dislike
for an item. Attitudes are generally
positive or negative views of a
person, place, thing, or event
manner of acting or controlling
yourself
Human behavior can be common,
unusual, acceptable, or
unacceptable. Humans evaluate the
acceptability of behavior using
social norms and regulate behavior
by means of social control.
 the act of playing for stakes in the hope of
winning (including the payment of a price for a
chance to win a prize

 An activity characterized by a balance between

winning and losing that is governed by a
mixture of skill and chance

 Gambling is the wagering of money or

something of material value on an event with an
uncertain outcome with the primary intent of
winning additional money and/or material goods.
• Soccer betting
• Mahjong
• Poker cards
• Online gambling
• Jackpots
• All casino activities
• Horse Racing
With reference to the theory of
planned behavior, we are using
gambling as a platform, to prove that
attitude determines behavior.

Does perceived behavioral control

affect the subject’s intention to
gamble
Surveys
Phone interviews
Face to face interviews
60 subjects
Age from 19 – 63
All are classified as gamblers
Education level ranges from primary
to PHD holder
All subjects has independent
spending power
Attitudes to
Gambling

Subjective Intention to Gambling

Norm about Gamble
Gambling
Perceived
Behavioral
Control of
Gambling
Attitudes

 I enjoy Gambling
 Gambling is harmless
 Gambling is a great stress reliever
 Gambling is great for socializing
Norms

 I consult others before I place bets for Soccer games

 I ask friends on the best buy before I gamble
 If I don’t know much about a specific game, I’ll get advice
from others
 Family/ friends disapprove of my gambling habits and they
they may be right.
Perceived Behavioral Control

 One day I’ll strike it rich

 Making money from soccer matches is easy
 Selecting 4D numbers requires Skill
 Anyone can win
 My luck is coming soon
 I’m not an addict of gambling
Intention

 Gamble on what they see is the “easy” way to earn $$$

 Number of gambles/stakes your willing to partake in the next
week or two
 Leisure activity with benefits.
Play (Gamble)

 Participants have played more than one form of gambling

 Gamble continually and believe that one day they will make it
rich.
 Tend to ignore their losses
 Ignore the fact that gambling is addictive and has its
repercussions.
 Ignore peers & family negative perceptions to gambling.
Findings vs. theory = conclusion

 We did realize that the theory is a good example

to study human behavior, perceptions, attitudes
and behaviors in relation to gambling.

 Our test subjects did had contradicting answers.

 Changed their answers when family’s opinions on

gambling was asked.
 The theory has proven that people are subject to
change their opinions and perceptions on
gambling even though the risk and family
disapproval is known.

 The theory has no formula as its human’s nature

that defines the answer and the answers change
when a person’s views changes.

 The dream of striking it rich tends to over-write

all the negative impact. Test subjects tend to live
in a cocoon of false hope. Their perception is
that they will hit the jackpot soon enough. The
odds prove otherwise.
THE END