Experimental Gambling Research Laboratory, School of Health, Medical and Applied Sciences, CQUniversity, University Drive, Bundaberg, QLD, 4670, Australia.
Australian Gambling Research Centre, Australian Institute for Family Studies, Melbourne, Australia.
J Gambl Stud. 2019 Jun;35(2):587-599. doi: 10.1007/s10899-018-9800-0.
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 perceived attractiveness. Moreover, nearly three in five bettors underestimated the additional amount they would need to bet to access any winnings from the bonus bet. No significant differences were found amongst gambler risk groups. The results imply that current approaches to marketing these inducements are likely to lead consumers to overestimate their attractiveness and underestimate their cost. To enhance responsible gambling practice, these promotional offers should be presented in ways that enable informed decision-making.
赌博引诱与奖金投注被大肆宣传，且通常有投注条件，要求进一步支出。然而，这些条件在诱导广告中通常没有呈现，并且可能难以找到。投注条件本身很复杂，可能导致赌徒错误计算诱导的真实成本。因此，就奖金投注的诱导而言，本研究旨在评估：(1) 关于其投注条件的信息数量和类型，其感知吸引力是否有所不同；(2) 赌徒对其真实成本的理解；以及 (3) 赌徒对其真实成本的理解是否因赌博问题的严重程度而异。本研究对 299 名澳大利亚博彩者进行了在线调查，他们对三种诱导方式的吸引力进行了评分。Promo1 仅指出“适用条款和条件”；Promo2 包括了与报价直接相关的条款和条件；Promo3 则揭示了报价的真实成本。在揭示这一点之前，要求受访者计算真实成本。研究发现，在广告下方直接详细说明报价的关键条款和条件会对其感知吸引力产生负面影响。此外，近五分之三的赌徒低估了他们需要投注的额外金额，以获得奖金投注的任何奖金。在赌徒风险群体中没有发现显著差异。结果表明，目前营销这些诱导的方法可能会导致消费者高估其吸引力，低估其成本。为了增强负责任的赌博实践，这些促销优惠应以能够做出明智决策的方式呈现。
