The main reasons why people gamble (and get addicted to gambling) is because every so often not only do they get back .98 cents for every one dollar that they wager but they will get back $2, $10, $50 or more for every dollar that they wager. B.F. Skinner conducted experiments using mice (operant conditioning) where the mice endured crossing a grid and possibly getting an electrical shock in order to get a drink of sugar water or a small dose of cocaine (which the mice craved). The intermittennt or variable reinforcement of getting to the cocaine was a more powerful reinforcer than consistent reinforcement that made the mice endure the electrical shocks (with increased intensity) in order to get more cocaine even though the mice knew that the cocaine was delivered on an intermittent basis. The mice were willing to take a chance at getting shocked in order to get more cocaine. The mice knew that every so often that they would be rewarded with more cocaine. Sounds familiar?
