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Article Title

Betting on Mass Media: An Exploratory Study Into the Role of Publicly Available Information in Wagering Behavior

Document Type

Original Research Article

Abstract

Wagering (or gambling on racing) is a very complex act of consumption that is characterised by the application of knowledge and information. This paper examines the role of publicly available information from newspapers, radio, television and the Internet in wagering consumption. It reveals that some forms of media are preferred to others, and that different classes of consumers (e.g., heavy and light) have different preferences for different sources of information. The results indicate that managers in the racing and wagering industry should strive to better understand and manage the augmented components of racing such as the information sources that consumers rely on.


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