Billions in March Madness betting pool is fodder for research

Brendan Dwyer, Ph.D., has spent his career studying sports consumer behavior, and with the recent legalization of sports betting, he's hit the jackpot. Dwyer, director of research and distance learning at the Virginia Commonwealth University Center for Sport Leadership, has published a number of peer-reviewed articles on the topic, including one of his latest, "Cognitive Bias and the Impact of Age on Sports Betting," in the journal Sport Marketing Quarterly.