Is online betting behaviour gender based? : an analytical neuroscientific view of the online betting behaviour

Abstract

Purpose - The purpose of this study is to uncover differing reactions consumers of different gender have towards the betting experience, specifically sports betting. Design / Methodology/ Approach – The study starts off by reviewing literature relevant to the remote gambling industry, consumer neuroscience and neurophysiological tools. Data was gathered by means of three tools: Electroencephalography, Galvanic Skin Response and Eye Tracking. The data collected was then analysed and compared to existing literature. Findings – The results of this study highlight natural reactions that participants have towards the betting experience provided by different online betting companies. The study focuses on revealing how gender affects the way that consumers behave when betting online. Such data will give betting companies better insight as to how they should best target consumers of different gender. Research Limitations/ Implications – Making use of neurophysiological equipment implied that experiments conducted were to be carried out in a laboratory, this differs from the natural settings, consumers usually engage in betting activities in. Furthermore making use of such precise yet delicate tools meant that at times data collected from a participant could not be used hence a new participant had to be brought it. Further studies to consider other forms of gambling activities and the betting experience on other online gambling sites. Practical Implications – Studies carried out previously make use of different methods to gather data about consumer preference. Making use of neurophysiological tools allows for the gathering of scientific results which may be utilized by the industry as a ground point for designing future marketing offerings. Originality/Value – Key players in the gaming industry must reconsider the way in which they reach different segments of their target audience and focus on approaches which the audience targeted find to be pleasant and enjoyable.