February 12-13, 2019

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Others Think, Therefore I Am: Using Behavioral Science to Understand Societal Beliefs of Gambling Behavior

The System 1 brain, also known as the fast, intuitive and emotional way of thinking, guides the majority of the decisions that consumers make. It is this thinking that is responsible for moderating most behaviors, as it occurs automatically in the subconscious, freeing up mental bandwidth for more challenging tasks.

Tapping into the System 1 provides additional context into not just what consumers think on a conscious level but how they feel emotionally and relate to the world around them. Engaging in a chosen behavior is a reflection of the System 1 identifying with non-conscious preferences and desires, fueled by how individuals perceive themselves, resulting in an action.

Protobrand recently conducted a social preference study for Twitter’s ad research team, exploring the drivers and barriers of several gambling behaviors, including casino betting, sports betting and lottery play in the U.K. This study uncovered fascinating results detailing the role that emotions play in attracting U.K. citizens to engage in certain behaviors as well as the social factors that impact negative beliefs.

Bypassing the conscious mind empowered Twitter to better understand the context surrounding gambling, including the benefits that the various behaviors offered while monitoring any negative societal beliefs that function as barriers. This presentation will profile one of the behaviors in-depth, providing insight into the importance of understanding the non-conscious factors that inform decision-making.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Behavioral economics


  1. Insight into how non-conscious emotions play an active role in guiding consumer behavior.
  2. A deeper-level understanding of how social norms and societal beliefs shape the choices that consumers make (or don’t) depending on the context.
  3. Actionable tips covering how to apply behavioral science to evaluate the context that products and brands share in consumers’ lives.


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