Contextual Gambles Bias Odds in Sports Betting Markets

We increase demand for a focal gamble by adding a lower-payout gamble to a menu of bets. We then show that odds in actual sports betting markets are biased by this same context effect: gambles were less profitable to the bettor when lower return bets were salient during betting.



Citation:

Andrew Meyer, C. Sean Hundtofte, and Shane Frederick (2015) ,"Contextual Gambles Bias Odds in Sports Betting Markets", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 265-269.

Authors

Andrew Meyer, Yale University, USA
C. Sean Hundtofte, Yale University, USA
Shane Frederick, Yale University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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