Most social science explanations emphasize idiosyncratic or psychopathological motivation for gambling behavior. These explanations understate the fundamental significance of conventional social structural and cultural factors in determining the meaning and outcome of human social behavior such as gambling. They also neglect the gradual process by which the individual is socialized into the gambling subculture with its roles, norms, and values and the process by which subculture is internalized eventually as cognitive rules which distinguish the gambler from the nongambler. The synoptic model presented in this paper proposes a process by which gamblers continuously compare their gambling behavior with the cognitive rules with which they define gambling. The degree of consonance gamblers perceive between their own gambling behavior and their cognitive image of the standard gambler determines the gambler's behavior in subsequent gambling events.