Part 1: Personal Behaviour – Sports Betting

Barriers to Change:

1. Emotional triggers: The excitement and anticipation associated with potential wins can create a powerful psychological pull, leading to compulsive betting behavior. This thrill can overshadow rational decision-making, causing individuals to chase losses rather than assess their financial health critically.

2. Social influence: The pervasive nature of social media, especially platforms like TikTok, normalizes betting behaviors. When users observe peers showcasing their betting activities or discussing wins, it fosters a community mindset where betting becomes an accepted norm, further entrenching the behavior.

3. Ease of access: The proliferation of online betting platforms has made gambling more accessible than ever. Users can place bets anytime and anywhere using mobile devices, which removes traditional barriers and heightens impulsivity. This convenience encourages spontaneous betting decisions without adequate reflection on potential consequences.

4. Sunk cost fallacy: This phenomenon refers to the tendency to continue an endeavor once an investment in money, effort, or time has been made. Individuals may feel compelled to continue betting to recover previous losses, perpetuating a cycle of gambling as they seek to 'win it back,' rather than recognizing that additional bets could lead to further losses.

5. Targeted content: TikTok's recommendation algorithm personalizes content based on user behavior. This results in users being inundated with more betting-related videos after engaging with a few, creating an echo chamber that reinforces the desirability and normalcy of betting behaviors.

Facilitators to Change:

1. Understanding risks: Education on the financial ramifications and emotional toll of betting is crucial. Individuals need to comprehend the likelihood of losses and the potential for addiction, which can help them make more informed choices about their gambling behavior.

2. Setting boundaries: Establishing strict personal guidelines around betting, such as allocating a specific budget or time limit for gambling activities, can help mitigate impulsive behavior. This conscious control fosters accountability and provides clearer parameters for when to stop betting.

3. Seeking alternatives: Identifying and engaging in non-monetary activities or hobbies can redirect the thrill-seeking impulse associated with betting. Sports, adventure activities, or creative pursuits can offer excitement and fulfillment without the financial risks tied to gambling.

4. Community support: Building a network of friends, family, or support groups that promote healthy choices can provide essential encouragement. Open discussions about gambling addiction and sharing experiences can help individuals feel less isolated in their struggles and more empowered to change.

5. Reducing exposure: Actively curating social media feeds by avoiding or blocking content related to betting can significantly lessen temptation. Users should also consider taking regular breaks from platforms that promote this behavior to regain perspective and reduce overall exposure to gambling media.

Part 2: Social Media – TikTok

Approaches Used to Encourage Betting Behavior:

1. Algorithm reinforcement: The more users engage with betting-related content, the more the TikTok algorithm will show them. This creates a feedback loop where the user continually sees similar videos, making gambling seem more commonplace and acceptable.

2. Peer influence: Content that highlights betting strategies, tips, or success stories can create a favorable perception of gambling, particularly among young or impressionable audiences. This peer validation can lead to an increase in viewers who feel compelled to try betting themselves.

3. Gamification: Many betting platforms design their interfaces to resemble games, incorporating points, levels, and rewards that appeal to users' competitive instincts. This game-like atmosphere can diminish the perceived risks of gambling, leading to increased participation.

4. FOMO (Fear of Missing Out): Exclusive betting opportunities or content around high-stakes matches generate urgency. When users see popular personalities advocating for betting on an upcoming event, they may feel pressure to participate to avoid missing out on potential wins, further driving engagement with gambling.

5. Emotional storytelling: Success stories portrayed by users can evoke emotional responses, making betting seem rewarding while downplaying losses. This one-sided narrative can create an unrealistic view of gambling outcomes, enticing others to participate without a full awareness of the risks involved.