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

David Lopez-Lopez, Giovanni Giusti, Angel A. Juan, Canan Gunes Corlu

Producció científica: Capítol de llibreContribució a congrés/conferènciaAvaluat per experts


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.

Idioma originalAnglès
Títol de la publicació2023 Winter Simulation Conference, WSC 2023
EditorInstitute of Electrical and Electronics Engineers Inc.
Nombre de pàgines10
ISBN (electrònic)9798350369663
Estat de la publicacióPublicada - 2023
Esdeveniment2023 Winter Simulation Conference, WSC 2023 - San Antonio, United States
Durada: 10 de des. 202313 de des. 2023

Sèrie de publicacions

NomProceedings - Winter Simulation Conference
ISSN (imprès)0891-7736


Conferència2023 Winter Simulation Conference, WSC 2023
País/TerritoriUnited States
CiutatSan Antonio


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