The demand equation is a fundamental tenet of microeconomics, where lowering price – or equivalently increasing value – of a product should translate to more purchases ( Friedman, 1949). For any inducement or marketing effort, it is trivial to show that offering greater value should increase consumption. Newall ( 2015, 2017) also demonstrated that wagering operators tend to most promote and incentivize combined contingencies, which bettors find difficult to calculate, and which are poorly priced relative to their long odds. Longitudinal studies have shown that exposure to wagering inducements is associated with increased betting expenditure ( Browne, Hing, Russell, Thomas, & Jenkinson, 2019 Hing, Russell, Thomas, & Jenkinson, 2019 Russell, Hing, Browne, & Rawat, 2018) and that bettors typically underestimate the cost of using bonus bets ( Hing, Browne, et al., 2018). Inducements offered for sports and race betting have raised concerns due to the potential for deceptive practices, and their potential to alter people’s gambling choices in a manner that undermines their best interests ( Hing, Sproston, Brook, & Brading, 2017).
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