The Cognitive Biases And Its Intervention Strategy In The Consumption Of Sports Lottery In Shanghai

Sports gambling as financing tool—"from the people, giving back to people" has provided important financial support to our country's sports development and social welfare. However, there have some problems with the process of rapid development of sports lottery industry, and restricting the development of the industry, the larger issues is problem gambling. Currently, a lot of researches about this theme have been studied by the researchers, but here are few studies about cognitive bias which is an important factor that lead to problems gambling. This paper reviewed the cognition biases in the consumption of sports lottery at home and abroad, summarized the direction of this subject of foreign developed countries and combined China's practical situation in the consumption of the sports lottery, designing a questionnaire of CBLG(Cognitive Bias of Lottery Gambling)to survey 600 sports lottery consumers in six different districts of Shanghai, such as (Fengxie district,Songjiang district,Minhang district(suburban areas) and Pudong district, Huangpu district, Xuhui distict(centre areas),and carried out a detailed analysis and discussion concerning at the forms of cognitive biases, exploring the relationship between cognitive biases and lottery gambling behaviour, and based on the cognitive psychology theory, behavioral economics theory to exploring the psychological mechanism of cognitive biases in the consumption of sports lottery,then identifying the forms of lottery players, such as normal player, problem player and pathological player in the consumption of sports lottery which is based on the investigation researches of cognitive bias.Finally, building the intervention mode which prevents those lottery players who will become to the problem gambler, and put forward the correction of decision-making cognitive biases, and propose the direction of the intending research. At last,we provide some advices with the authorities for management and decision-making in the consumption of sports lottery and ensure the healthy and sustainable development of China's sports lottery industry.We combine the method of Literature Review and questionnares to conduct creative and in-depth study of sports lottery consumers Shanghai, and with the following conclusions: (1)Shanghai Sports Lottery consumers mainly in the low income levels; young people is the main consumer groups(aged from 21 to 40); the highest proportion is fanners or migrant workers; and sports lottery gambler's educational level is relatively lower; Football Lottery and Lotto are more populared by the gamblers.(2) Gambler's cognitive bias is in good condition, most people tend to rationality in the progress of buying Lottery, but there exists serious problem gambler in the consumption of the sports lottery (13.83%)(3) There have interactions between cognitive biases which affect lottery gaming behavior.(4) Cognitive bias had significant effect on Gambler's behavior, gambler who has a higher level of cognitive bias tend to be have a higer gambling behaviour.and cognitive bias inner psychological mechanisms causing the problem gambling behavior.For the above conclusions, some suggestions and research prospects are provided.