Behavioral complexity of British gambling advertising
Bibliographic Data
| ID | 15398286 |
|---|---|
| Authors | Philip Newall (0000-0002-1660-9254, University of Stirling, corresponding author), Philip W S Newall (Behavioural Science Centre, University of Stirling, Stirling, UK) |
| Year | 2017 |
| Volume | 25 |
| Issue | 6 |
| Pages | 505-511 |
| Publication date | 2017-02-05 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Addiction Research & Theory (JOURNAL) |
| Journal identifiers | ISSN: 1476-7392 • E-ISSN: 1606-6359 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/16066359.2017.1287901 |
| OpenAlex | W2583706624 |
| Language | EN |
| Citations received | 13 |
| References cited | 42 |
Background: The scale and complexity of British gambling advertising has increased in recent years. ‘Live-odds’ TV gambling adverts broadcast the odds on very specific, complex, gambles during sporting events (e.g. in soccer, ‘Wayne Rooney to score the first goal, 5-to-1,’ or, ‘Chelsea to win 2-1, 10-to-1’). These gambles were analyzed from a behavioral scientific perspective (the intersection of economics and psychology).Method: A mixed methods design combining observational and experimental data. A content analysis showed that live-odds adverts from two months of televised English Premier League matches were biased towards complex, rather than simple, gambles. Complex gambles were also associated with high bookmaker profit margins. A series of experiments then quantified the rationality of participants’ forecasts across key gambles from the content analysis (Total N = 1467 participants across five Experiments).Results: Soccer fans rarely formed rational probability judgments for the complex events dominating gambling advertising, but were much better at estimating simple events.Conclusions: British gambling advertising is concentrated on the complex products that mislead consumers the most. Behavioral scientific findings are relevant to the active public debate about gambling
Advertising · Business · League · Odds · Perspective (graphical · Political science · Rationality · Computer Science · Decision-Making and Behavioral Economics · Gambling Behavior and Treatments · Psychology · Social Psychology · Sports Analytics and Performance · Artificial Intelligence
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| Unique citing works | 13 |
|---|---|
| Citations per year | 1.44 |
| Citation span | 2017 - 2026 (10) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 13 |