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Equivalent gambling warning labels are perceived differently
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Newall, Philip W. S., Walasek, Lukasz and Ludvig, Elliot Andrew (2020) Equivalent gambling warning labels are perceived differently. Addiction, 115 (9). pp. 1762-1767. doi:10.1111/add.14954
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Official URL: http://dx.doi.org/10.1111/add.14954
Abstract
Background and Aims
The same information may be perceived differently, depending on how it is described. The risk information given on many gambling warning labels tends to accentuate what a gambler might expect to win, e.g. ‘This game has an average percentage payout of 90%’ (return-to-player), rather than what a gambler might expect to lose, e.g. ‘This game keeps 10% of all money bet on average’ (house-edge). We compared gamblers’ perceived chances of winning and levels of warning label understanding under factually equivalent return-to-player and house-edge formats.
Design
Online surveys: experiment 1 was designed to test how gamblers’ perceived chances of winning would vary under equivalent warning labels, and experiment 2 explored how often equivalent warning labels were correctly understood by gamblers.
Setting
United Kingdom.
Participants
UK nationals, aged 18 years and over and with experience of virtual on-line gambling games, such as on-line roulette, were recruited from an on-line crowd-sourcing panel (experiment 1, n = 399; experiment 2, n = 407).
Measurements
The main dependent variables were a gambler's perceived chances of winning on a seven-point Likert scale (experiment 1) and a multiple-choice measure of warning label understanding (experiment 2).
Findings
The house-edge label led to lower perceived chances of winning in experiment 1, F(1, 388) = 19.03, P < 0.001. In experiment 2, the house-edge warning label was understood by more gamblers [66.5, 95% confidence interval (CI) = 60.0%, 73.0%] than the return-to-player warning label (45.6%, 95% CI = 38.8%, 52.4%, z = 4.22, P < 0.001).
Conclusions
House-edge warning labels on electronic gambling machines and on-line casino games, which explain what a gambler might expect to lose, could help gamblers to pay greater attention to product risk and would be better understood by gamblers than equivalent return-to-player labels.
| Item Type: | Journal Article | ||||||||
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| Subjects: | B Philosophy. Psychology. Religion > BF Psychology G Geography. Anthropology. Recreation > GV Recreation Leisure |
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| Divisions: | Faculty of Science, Engineering and Medicine > Science > Psychology | ||||||||
| Library of Congress Subject Headings (LCSH): | Risk-taking (Psychology) , Internet gambling | ||||||||
| Journal or Publication Title: | Addiction | ||||||||
| Publisher: | Wiley-Blackwell Publishing Ltd. | ||||||||
| ISSN: | 0965-2140 | ||||||||
| Official Date: | September 2020 | ||||||||
| Dates: |
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| Volume: | 115 | ||||||||
| Number: | 9 | ||||||||
| Page Range: | pp. 1762-1767 | ||||||||
| DOI: | 10.1111/add.14954 | ||||||||
| Status: | Peer Reviewed | ||||||||
| Publication Status: | Published | ||||||||
| Reuse Statement (publisher, data, author rights): | This is the peer reviewed version of the following article: Newall, P. W. S., Walasek, L., and Ludvig, E. A. ( 2020) Equivalent gambling warning labels are perceived differently. Addiction, https://doi.org/10.1111/add.14954., which has been published in final form at https://doi.org/10.1111/add.14954. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. | ||||||||
| Access rights to Published version: | Restricted or Subscription Access | ||||||||
| RIOXX Funder/Project Grant: |
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