Familiarity, group exposure, and risk-taking behavior in gambling
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Updated: Oct 28, 2026

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
Abstract:
This research studied the effect of familiarity and individual versus group participation on risk-taking behavior in gambling (American roulette). Thirty-eight subjects (21 men and 17 women) were randomly selected and assigned to two experimental groups that gambled either individually or in groups. Results revealed that players bet more heavily as they became more familiar with the game, whether playing alone or in groups.
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