Marketing Letters

, Volume 20, Issue 3, pp 263–276 | Cite as

An investigation into gambling purchases using the NBD and NBD–Dirichlet models

  • Desmond Lam
  • Richard Mizerski


Past research on gambling behavior has focused largely on cognitive and affective explanations, but has not explored the influence of past gambling behavior or habit. In this study, it was hypothesized that gambling behavior followed predictable patterns based on past behavior. We found that these patterns could be described by the negative binomial distribution (NBD) and NBD–Dirichlet models at game and category levels, respectively. An empirical study using the 1999 Australia Productivity Commission survey dataset provided some support for the usefulness of these models in describing gambling consumption. The paper explores the implications for identifying problem gambling and influencing gamblers’ behavior.


Gambling consumption NBD model NBD–Dirichlet model 


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Copyright information

© Springer Science+Business Media, LLC 2009

Authors and Affiliations

  1. 1.University of South AustraliaAdelaideAustralia
  2. 2.Department of Information Management and MarketingUniversity of Western AustraliaCrawleyAustralia

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