Har information en inverkan på spelkonsumenter? En empirisk studie om hur informationsformat kring odds påverkar spelkonsumenters beslutsfattningsprocess

Sammanfattning: Humans has for a long time engaged in different forms of betting and gambling. Until recently this commercialized market has grown to be a billion-industry with serious impact on people's everyday life. In this, one may draw parallels that store environment and internet-pages work in the same manner; namely to bring the consumer to as many and large purchases as possible, in this case on betting that includes odds. Previous research has shown that consumers have difficulty in assessing probabilities correctly and especially in betting-situations. It has been shown that presentation of probabilities in the form of frequencies can reduce the cognitive biases that consumers commit and lead to so-called rational decision making. This study aims to, through a computerized experiment, empirically investigate if the presentation of what odds means, affects game-consumers decisions regarding betting on sports games. With the help of an experiment this study found empirical support that information formats in connection to odds makes consumers arrive at better decisions.