Oliveira, Eva Teresa Valente Dias deMauro, Carlos Eduardo EvangelistaRodrigues, Bruno Moreira2015-03-202015-03-202014-12-172014http://hdl.handle.net/10400.14/17001Internet gambling is a very popular way of gambling. People can gamble anytime and everywhere, at home, at their job, in a public library and 24 hours a day, with only a device connected to the internet. With this new type of gambling some questions emerge. How different is gambling online and gambling in the traditional houses? How different are the structural characteristics frames of those two distinct forms of gambling? Having that in mind, we investigate the effects of two structural characteristics – colour and sound – on gamblers behavior. We found that the colour effect seems to increase the psychological salience of losses in online gambling and this triggers in the gambler an attempt to recover previous losses.engInternetGamblingColourSoundExperimental researchmaster thesis201489309