Sports betting patterns among young adults over time based on the Prototype Willingness Model

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Author(s): Lambuth, Joseph ; Litt, Dana M. ; Lewis, Melissa A. ; Lostutter, Ty W. ; Graupensperger, Scott

Journal: Journal of Gambling Studies

Year Published: 2026

Date Added: June 26, 2026

One model that may help explain sports betting behaviour is the Prototype Willingness Model (PWM). The purpose of this study was to examine sports betting patterns over time using the PWM. Participants included 210 young adults (aged 18–29 years) across the United States who engaged in sports betting. Participants completed biweekly surveys over a year. When participants’ attitudes toward sports betting and/or perceptions of peer approval were more favourable than usual, they had greater intention to engage in sports betting. When participants believed that their peers were betting more than normal and/or felt more similar to a typical person engaging in sports betting, they were more willing to engage in sports betting. Higher levels of intention and willingness were linked to more frequent betting.

Citation: Lambuth, J., Litt, D. M., Lewis, M. A., Lostutter, T. W., & Graupensperger, S. (2026). The prototype willingness model of sports betting: A yearlong within-person study of young adults. Journal of Gambling Studies, 42, 339–357. https://doi.org/10.1007/s10899-026-10477-4

Article DOI: https://doi.org/10.1007/s10899-026-10477-4

Keywords: gambling ; peers ; sports betting ; young adults

Topics: Sports Betting

Conceptual Framework Factors: Gambling Types ; Social - Family and Peer Gambling Involvement ; Social - Social Demographics ; Psychological - Lifespan Development ; Types - Motivational Characteristics ; Gambling Exposure ; Social Factors

Response Rate: 15%

Study Design: Observational: Longitudinal

Geographic Coverage: United States of America

Study Population: Young adults (18–29 years) who placed at least two sports bets in the past month and were not in recovery or treatment for gambling disorder (n=210).

Sampling Procedure: Participants were recruited using social media-based advertisements.

Study Funding:

This study was funded by a grant from the International Center for Responsible Gaming, funded by Bally’s Corporation.