The Influence Of Advertising On Lottery's Decision-Making Under Ambiguity

Decision-making is accompanied by our daily lives.We face many decisionmaking every day.Most of them are decision-making under ambiguity.In the study of gambling addiction,the paradigm related to decision-making is often used to study.The classic paradigm of decision-making under ambiguity is the Iowa gambling task paradigm.In recent years,according to the "continuous unity" perspective proposed by scholars,in addition to the research on the pathological gamblers,there are also studies on the people who have not reached the standard of gambling addiction.These researches got some results,but not very consistent.Therefore,this study uses the Iowa Gambling Task Paradigm(IGT),combined with event-related potential technology,with different types of lottery ads as independent variables,IGT net score,block number required to achieve intuitive cognition,P3 amplitude,FRN amplitude as a dependent variable,explore the impact of different types of lottery advertisements on the decision-making behavior of lottery and non-lottery players,and provide evidence support and suggestions for responsible lottery.The experimental results show that there is no difference in the scores between the lottery and the non-lottery players,indicating that there is no significant difference between the two in terms of the speed of implicit learning rules.The number of blocks required for the lottery to reach the level of intuition is lower than that of the non-lottery,which may indicate that the lottery experience makes the lottery master the rules earlier than the non-lotter in the gambling-related tasks.When the lottery makes a decision,the P3 volatility is lower than that of the non-lottery,indicating that the lottery's attention and evaluation of the decision-making result is lower than that of the nonlotter.After watching the utilitarian lottery advertisements,the lottery's FRN was significantly lower,indicating that the utilitarian lottery advertisements had a stronger impact on the lottery than the non-lotter people,and their sensitivity to loss was reduced.Finally,the difference between the second day's retest and the first day's pretest is not significant,indicating that the impact of lottery ads on the lottery will disappear within 24 hours.The results of this study confirm the view of “continuous unity”.Lottery who do not meet the criteria of pathological gambling can make the right choices in the decision-making process as well as non-lottery,but pay less attention to decisionmaking results.They may in the middle part of the unity.In addition,the study also confirmed that utilitarian lottery ads will make the lottery insensitive to the upcoming losses,which points out the direction and evidence to be noted for responsible betting.