Quantitative Research on Consumers' Cognitive Bias in Consumption of Sports Lottery
Using the method of questionnaire investigation,the present paper discussed the consumers' bias in sports lottery consumption and its influence over gambling behavior.It concluded that most of sports lottery consumers are young people of middle and low income with better education and short period of lottery consumption;the general cognition of the consumers is good and the consumers on the whole are rational in lottery buying but there are still some problem consumers;nearly sixty percent of consumers have preference to cold or hot numbers and there exist vast differences in superstition;cognitive bias has significant influence over lottery buying,which in turn results in the internal psychological mechanism of problem gambling behavior.