OVERVIEW:Gambling is getting popular as personal leisure activity across many regions, countries, and cultures. Many governments are aware of the economic benefits of the gambling industry such as tourist expenditures, citizen employments, personal income and tax revenues toward their countries.

CONTRIBUTORS:Basically, external factors are the attributions that come from outsides and beyond the control of individual.nternal Factors - PsychologicalPsychological field are refer to the inner qualities of the consumer. Marketers have highly concern on consumer psychological reseach since it may provided the valuable marketing tools that helps to identify the market segment

HYPOTHESES: Marketing activities positively affect an individual's gambling behaviors, Psychological field positively affect individual's gambling behaviors,

Basically, the questionnaire is written in English and back-to back translated into Mandarin. It is believed that there is a high probability that the target respondents may be Chinese.

The Likert scale is chosen because it allows the researcher to perform certain statistical operations on the data collected from the respondents

Table 1: overall variance explanation of the gambling behavior

Table 2: Overall variance expectation for marketing activities for gambling behavior

Chart 1: overall variance explanation of the gambling behavior

Chart 2: Overall variance expectation for marketing activities for gambling behavior

Graph 1: Overall variance expectation for marketing activities for gambling behavior

Graph 2: overall variance explanation of the gambling behavior

This findings are consistent with research being conducted in Singapore (Singapore National Council on Problem Gambling, 2006) that indicated gambling once in a while are acceptable.

However, the findings did not support those by previous researchers (Lin & Chen, 2009) that the higher the psychological risk, the greater the negatively effect between purchase decisions.

Through the analysis, it is believed that the psychological field factor did not effectively influence the gamblers in Malaysia. Additionally, it showed that people are aware of how to manage their finance and they treat gambling as common activities

Majority of the respondents are Malaysian (71.5%), male (52.5%), age group between 41- 60 years old (55%), Buddhist (70.5%) and claimed that primary and secondary education as their highest qualification (69%)

Although the respondents know that gambling habits bring psychological risk, they continue with their gambling activity. It is believed that the self-emotion and self-efficacy of respondents are high with gambling.

As conclusion, marketing activities tend to influence individuals’ gambling behavior unlike psychological aspect