The impact of exposure to wagering advertisements and inducements on intended and actual betting expenditure
An ecological momentary assessment study
Matthew Browne, Nerilee Hing, Alex Russell, Anna Thomas, Rebecca Jenkinson
This article looks at the impact of marketing messaging on regular sports and race bettors. It aims to determine whether exposure to wagering advertisements and inducements influence intended betting expenditure, actual betting expenditure, and spending more than intended.
It finds that exposure to advertising and inducements is reliably linked to a greater likelihood of betting, higher intended and actual betting expenditure, and spending more than intended. ‘Push’ messaging and inducements that convey the impression of reduced risk (stake-back inducements and multibet offers) were found to be particularly influential, as well as brands promoted during events and advertisements on betting websites and apps.
Journal of Behavioral Addictions