MEASUREMENT AND PARTICIPANTS: We measured skin conductance response (SCR) amplitudes and heart-rate changes following wins, LDWs and losses for 40 novices playing a multi-line slot machine. We sought to show that these 'losses disguised as wins', or LDWs, would be as arousing as wins, and more arousing than regular losses. Such reinforcement also occurs when the amount won is less than the spin wager.
By contrast, when they spin and win, these spins are accompanied by reinforcing sights and sounds. When they spin and fail to gain any credits, the machine goes into a state of relative quiet. Players can wager on multiple lines of modern slot machines.
