A look at the physiological reactions in gamblers has found that celebratory music and ringing bells on slot machines raise excitement levels and perception of wins.
Researchers from the University of Waterloo in Canada found that skin conductance – a measure of arousal – and heart rates were significantly higher in noisy sessions rather than in silent ones.
Similarly, sounds meant that players overestimated their win by 24% instead of 15% in the session without sound.
The findings contribute to an understanding of gambling addiction, including misbelief about the true chances of winning and persistence at the slot machine.
Read more at University of Waterloo