Heuristic and Analytic Processing in Online Sports Betting
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This article presents the results of two studies that examine the occurrence of heuristic (i.e., intuitive and fast) and analytic (i.e., deliberate and slow) processes among people who engage in online sports betting on a regular basis. The first study was qualitative and was conducted with a convenience sample of 12 regular online sports gamblers who described the processes by which they arrive at a sports betting decision. The results of this study showed that betting online on sports events involves a mix of heuristic and analytic processes. The second study consisted in a survey of 161 online sports gamblers where performance in terms of monetary gains, experience in online sports betting, propensity to collect and analyze relevant information prior to betting, and use of bookmaker odds were measured. This study showed that heuristic and analytic processes act as mediators of the relationship between experience and performance. The findings stemming of these two studies give some insights into gamblers’ modes of thinking and behaviors in an online sports betting context and show the value of the dual mediation process model for research that looks at gambling activities from a judgment and decision making perspective.
KeywordsSports betting Online betting Heuristics Analytic processing Dual mediation
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