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Behavioral complexity of British gambling advertising
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Newall, Philip (2017) Behavioral complexity of British gambling advertising. Addiction Research & Theory, 25 (6). pp. 505-511. doi:10.1080/16066359.2017.1287901 ISSN 1606-6359.
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Official URL: http://dx.doi.org/10.1080/16066359.2017.1287901
Abstract
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.
Item Type: | Journal Article | ||||||
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Subjects: | H Social Sciences > HF Commerce | ||||||
Divisions: | Faculty of Science, Engineering and Medicine > Engineering > WMG (Formerly the Warwick Manufacturing Group) | ||||||
Library of Congress Subject Headings (LCSH): | Gambling -- Advertising -- Great Britain, Compulsive behavior, Sports betting, Sports betting -- Economic aspects, Gambling -- Great Britain, Gambling -- Psychological aspects, Advertising laws -- Great Britain | ||||||
Journal or Publication Title: | Addiction Research & Theory | ||||||
Publisher: | Taylor & Francis | ||||||
ISSN: | 1606-6359 | ||||||
Official Date: | 5 February 2017 | ||||||
Dates: |
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Volume: | 25 | ||||||
Number: | 6 | ||||||
Page Range: | pp. 505-511 | ||||||
DOI: | 10.1080/16066359.2017.1287901 | ||||||
Status: | Peer Reviewed | ||||||
Publication Status: | Published | ||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||
Date of first compliant deposit: | 20 April 2018 | ||||||
Date of first compliant Open Access: | 5 August 2018 | ||||||
RIOXX Funder/Project Grant: |
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