Effect of Peers’ Urge to Model Fellow Peers’ Behaviour on Gambling Motivation Among Students in Universities in Kericho County, Kenya

Owuor Arnold Odhiambo, Amos Magut, & Pamela Wadende
School of Arts and Social Sciences, Department of Psychology
Kisii University
Email: arnold.owuor45@gmail.com

Abstract: The increasing prevalence of gambling among students has raised questions about the underlying factors contributing to these behaviours. One critical factor that has emerged is the influence of peers’ behaviours and the urge to model fellow peers’ actions. This study’s aim was to examine peers’ urge to model fellow peers’ behaviour and cognitive motivation tendencies during peer interaction on gambling motivation. The study was grounded in Albert Bandura’s Social Cognitive Theory and Ryan and Deci’s Self-Determination Theory. The study used mixed method research design. The study targeted all third-years students from two universities in Kericho County, and university counsellors from these institutions. The study used Yamane’s formula to recruit a sample of 353 students and census to recruit all the 3 counsellors from the two universities. For key informants, the study used snowballing to recruit 7 students self-presenting with gambling problems. Quantitative data was analyzed using statistical package for social science (SPSS) (Version 23.1) to produce descriptive and inferential statistics. Qualitative data was reported in narrations and direct quotations reinforced the quantitative outcomes. The findings revealed that peers’ urge to model fellow peers’ behaviour have a positive and significant effect on gambling motivation among students in universities. Universities should, therefore, develop counseling services and programmes that highly focus on building awareness on gambling consequences among students. The programmes should prioritize educating students on the addictive nature of gambling and its adverse effects on mental well-being, personal relationships, and academic performance.