Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/25099
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
Contact Email: p.w.newall@stir.ac.uk
Keywords: Sports betting
in-play gambling
television advertising
behavioral science
behavioral science of gambling
economics
psychology
Issue Date: 24-Jan-2017
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.
DOI Link: http://dx.doi.org/10.1080/16066359.2017.1287901
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

Files in This Item:
File Description SizeFormat 
resubmission file ARaT.pdf338.64 kBAdobe PDFUnder Embargo until 5/2/2018     Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.



This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.