Where's the Bonus in Bonus Bets? Assessing Sports Bettors' Comprehension of their True Cost.

Journal of Gambling Studies
Nerilee HingMatthew Rockloff

Abstract

Wagering inducements with bonus bets are prominently marketed and often have play-through conditions requiring further expenditure. However, these conditions are not usually presented in the inducement advertisement and may be difficult to locate. The play-through conditions themselves are complex and may lead bettors to miscalculate the inducement's true cost. Therefore, in relation to inducements with bonus bets, this study aimed to assess: (1) whether their perceived attractiveness varies with the amount and type of information provided about their play-through conditions; (2) bettors' comprehension of their true cost; and (3) whether bettors' comprehension of their true cost varies with problem gambling severity. A sample of 299 Australian sports bettors completed an online survey and rated the attractiveness of three variations of an inducement. Promo1 simply noted that "terms and conditions apply"; promo2 included the terms and conditions immediately below the offer; and promo3 revealed the true cost of the offer. Respondents were asked to calculate the true cost before this was revealed. The study found that detailing key terms and conditions for an offer directly below the advertisement impacts negatively on its perceiv...Continue Reading

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Citations

Sep 5, 2020·Psychology Research and Behavior Management·Anders Håkansson, Carolina Widinghoff
Apr 10, 2021·Journal of Behavioral Addictions·Philip W S NewallNerilee Hing
Aug 21, 2020·Journal of Behavioral Addictions·Philip W S NewallLukasz Walasek

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