An Eye Tracking Investigation of Young People’s Gaze Behaviour to Gambling and Non-Gambling Moving Adverts

Abstract

Introduction: Data from several areas of public health (e.g., harmful alcohol and tobacco) are consistent with the assertion that children’s exposure to advertising strategies increases intention to consume such products. Most studies have measured self-rated impact of gambling advertising using questionnaires. Given that gambling advertisements come in different forms such as print media/television advertising and contain variable content, it is difficult to understand using subjective measures which aspects of the gambling advertisements increase craving and desire to trigger a gambling session. In the present study, we applied a novel data-driven methodology that directly tracks eye movements to reveal attentional biases towards gambling adverts and promotions by examining differences in young people’s eye gaze behaviour when watching gambling and non-gambling (control) moving adverts. Method: A total of 98 (16–18 years old) children who self-identify as having a low or high craving to gambling watched gambling and non-gambling (control) television adverts, while their eye movements were recorded. Results: The results show that the data-driven method can isolate video clips that best distinguish people on the low-high craving spectrum, reveal the type of each video clip with the largest group differences, and accurately predict young people’s gambling craving on the basis of eye movement patterns. Conclusion: Our findings demonstrate that young people’s craving for gambling can be predicted based on their eye movements to video clips of gambling advertisements and that certain features of gambling advertisements may be more appealing to some group of viewers, particularly those with high craving for gambling.