Can Gambling ADS Affect Customer Risk Behavior? A Simulation Study to the "888" case

The aim of this research paper is to investigate the connection between advertising and consumer behavior in the gambling industry, which heavily relies on advertising. Specifically, it examines the impact of advertising on risky behavior among consumers, using the well-known Spanish gambling brand "888 Poker" as a case study. The experimental design entails a simulated asset market approach with 92 participants. The collected data is analyzed to draw conclusions about the relationship between advertising and risk behavior within the gambling industry context. The findings demonstrate that exposure to a gambling advertisement prior to engaging in an asset market leads to an almost twofold increase in the trading price of the asset.