A conceptual model of gambling behavior: Fishbein's Theory of Reasoned Action

The Theory of Reasoned Action holds that behavior is rational and is dependent on the individual's analysis of available information. With this view, gambling activities can be explained in terms of gambling attitudes and subjective norms. This is a departure from the more traditional lines of research that examine the influence of demographic and selected personality variables on gambling behavior. According to the Theory of Reasoned Action, these variables could influence gambling behavior, but only to the extent that they affect attitudes, subjective norms, or both.