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.


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.


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


NA - Advances in Consumer Research Volume 43 | 2015

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