Behavioural Explanation
Initiation
Operant conditioning proposes that any behaviour that produces a consequence that the individual finds rewarding, then becomes more frequent. Griffiths (2004) argues that gamblers playing slot machines may become addicted because of physiological rewards (e.g. getting a buzz from winning), psychological rewards (e.g. the near miss), social rewards (e.g. peer praise), and financial rewards if they win. This may seem strange given that the gambler usually loses but, as Delfabbro and Winefield (1999) point out, gamblers are not always rational in their thinking and greater weight may be given to the experience of winning.
Maintenance
Intermittent reinforcement - the operant conditioning model proposes that people continue to gamble because of the intermittent (i.e. occasional) reinforcement that is characteristic of most types of gambling. As a result, they become used to long periods without reward and their gambling behaviour is reinforced by the occasional payout.
Social approval - this type of behaviour may also be maintained because reinforcement is provided in the form of social approval from others. Lambos et al. (2007) found that peers and family members of problem gamblers were more likely to approve of gambling. Respondents who received this form of reinforcement for their gambling not only gambled more than other respondents but also intended to continue doing so in the future.
Relapse
Conditioned cues - addicts learn (through classical conditioning) to associate other stimuli with their gambling behaviour (e.g. the sights and sounds of a casino or the presence of other gamblers). These stimuli act as triggers for gambling because they have the ability to increase arousal. If, after a period of abstinence, an individual comes into contact with one of these conditioned cues, they are at a higher risk of relapse.
Approach-avoidance conflict - because gambling has both positive and negative consequences for the individual, they are motivated to approach and to avoid situations where gambling is involved. This creates an approach-avoidance conflict, where motivation fluctuates between wanting to gamble and wanting to stop. Whether or not the gambler will gamble when faced with an urge to do so is related to their ability to control the increased arousal and delay their need for reinforcement.

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Biological, cognitive and behavioural (learning) explanations of smoking and gambling, including initiation, maintenance and relapse.

Psychology | Unit 4 | Addiction - Explanations