Cross-cultural studies Into gambling consumption behavior: Eyeing eye-tracking measures

“Every man's ability may be strengthened or increased by culture”—John Abbot (Textappeal, 2017). While data aggregated from gambling operators have shown cross-cultural differences in the behavior of their customers (CasinoBeats, 2020), in recent years research into gambling consumption has been strengthened and enriched by studies uncovering the roles of culture in shaping gambling relevant phenomena (Oei et al., 2019). These studies were commonly based on data collected through survey questionnaires (e.g., Rinker et al., 2016; Calado et al., 2020) or interviews (e.g., Radermacher et al., 2016; Egerer and Marionneau, 2019). In the present opinion paper, it is argued that eye-tracking measurements should also be adopted in cross-cultural gambling research, particularly given the systematic differences in visual attentional patterns that potentially exist among gambling product consumers from different cultures.