|Appears in Collections:||Economics Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Behavioral complexity of British gambling advertising (Forthcoming/Available Online)|
|Authors:||Newall, Philip W S|
behavioral science of gambling
|Citation:||Newall PWS (2017) Behavioral complexity of British gambling advertising (Forthcoming/Available Online), Addiction Research and Theory.|
|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 (TotalN = 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.|
|Rights:||This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. This is an Accepted Manuscript of an article published by Taylor & Francis Group in Addiction Research and Theory on 05 Feb 2017, available online: http://www.tandfonline.com/10.1080/16066359.2017.1287901|
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