Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior

We examine how gamblers visually process quantitative information (i.e., their odds), forecast their chance of winning, and bet. Across four studies, we find that manipulating the visual/graphic representation of probability can artificially inflate gambling. In contrast, encouraging gamblers to process their odds numerically (rather than visually/graphically) helps lessen this bias.


Rod Duclos and Mansur Khamitov (2018) ,"Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 293-297.


Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore


NA - Advances in Consumer Research Volume 46 | 2018

Share Proceeding

Featured papers

See More


The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products

Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University

Read More


How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister

Stephanie Kogler, University of Innsbruck, Austria

Read More


How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.