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

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