Remote control: ‘Cashing out’ in sports betting

“Cash Out lets you take profit early if your bet is coming in, or get some of your stake back if your bet is going against you – all before the event you’re betting on is over. Cash Out offers are made in real time on your current bets, based on live market prices. Whenever you are ready to Cash Out, simply hit the yellow button. Cash out is available on singles and multiples, on a wide range of sports, including football, tennis, horse racing, and many more! You can Cash Out of bets pre-play, in-play, and between legs” (Definition of ‘cash out’ betting on Betfair website, 2017).

Most European sports betting operators now feature ‘cash out’ functionalities in their online platforms. This means that bettors can withdraw their bets before the event bet upon has concluded, obtaining a smaller but guaranteed return if the outcome of the bet is going their way, or, conversely, cutting down the monetary impact of a foreseeable loss. The ‘cash out’ functionality has rapidly become popular among sports bettors that bet in-play (i.e., during the game on things such as soccer matches and horse races) as a way of maximising value on the bets they have made.

Industry voices such as David O’Reilly, from Colossus Bets, have identified four major benefits of cash out features for bookmakers: (i) reducing the volatility of the operator’s revenue; (ii) increasing the recycling of player returns, with more players banking smaller amounts; (iii) enabling players to avoid their ‘near miss’ frustration; and (iv) improving the player engagement with the platform by introducing a mechanism that promotes constant checking. However, for sports bettors, cashing out strategies might typically involve cutting down the profit while being ahead but rarely reducing the loss when going behind. In this regard, cashing out does not appear to differ greatly from other new internet-based betting forms (e.g. so-called ‘exotic’ or multiple bets), which have been found to possess, in general, higher expected losses for gamblers and greater profit margins for operators.

However, beyond the feature’s financial rationale, cash out affects the nature of sports betting in more meaningful ways. It is, arguably, a game-changer, that leads (along with other features such as ‘edit my acca’ features in which specific bets can be removed from ‘accumulator’ bets) to the transformation of sports betting from a discontinuous to a continuous form of gambling. Here, our contention is that cash out is a key component of the contemporary bettor-bookmaker interaction, and that the widespread adoption by devoted sports bettors merits a closer look into the implications of such an interaction from a problem gambling perspective. Such an examination also suggests that regulators and policymakers need to think about how to protect gambling consumers from the potential harm caused by this new type of betting.

Structural characteristics have been proposed as a determining factor that can influence problem gambling behaviour. Structural characteristics are those associated with the design of a gambling product that shape the way gamblers interact with it. Typical structural characteristics include, but are not limited to, bet frequency, bet duration, event frequency, near misses, stake size, jackpot size, probability of winning, and interface design (e.g., the use of music and colour stimuli in the design of slot machines).

The internet has altered significantly the structural characteristics of gambling and sports betting more specifically. For example, in a number of European countries, the football (soccer) pools used to comprise bets placed during a weekday on the outcome of a game played typically on a Saturday or Sunday (i.e., a once a week wager). This reward delay was a major protective factor against excessive gambling, which on a psychobiological level has been theorised as an imbalance in an individual’s dopamine receptors, and therefore, highly sensitive to shorter bet reward periods. Betting via the internet has reduced such delays in receiving rewards from gambling, thus modifying a major structural characteristic of betting from once a week to (in some instances) every few minutes.

In parallel to the increased uptake of Internet betting in many jurisdictions, a second dynamic, namely globalisation, has further widened the possibilities of betting across countries, sports, and time zones, ultimately transforming sports betting into a 24/7 activity where the bookmaker never closes the shop any day during the year. For the first time, if a gambler has a craving to bet, the market is able to respond to that demand anytime and anywhere via a range of Wi-Fi enabled portable devices (e.g., smartphone, tablets, laptops, etc.). Virtual sports have expanded the availability of betting options even more, eliminating the need to bet on real world sport events.

Although the time between bets (i.e., bet frequency) was effectively reduced to near zero, the time within bets (i.e., bet duration) changed little until cash out functionality was first introduced by the gaming operator William Hill in December 2012. With cash out features, sports betting has become a potentially continuous gambling activity, one that resembles the playing mechanics the stock market. As with investing in stocks, bet values in in-play sports betting are re-calculated seamlessly. The outcome of a sport event might not be as relevant for many bettors as the value their bet will acquire in the next few seconds, even if that bet turns out to be erroneous at the end of the game. As in stock market investing, betting becomes continuous because non-actions also qualify as actions in themselves. Every single second that a bettor decides not to cash out, a new bet takes place. Eventually, cash out features introduce the notion that it is the bet itself the commodity that is being traded in the sports betting market. This new continuous type of sports betting raises questions concerning the gambling-related harm that could be associated with it. It also suggests that the kinds of regulation found widely in the stock market investment sector might have some utility if applied to this new form of gambling.

From a marketing perspective, cash out functionality is often advertised as a control-enhancing mechanism for bettors. Given that cashing out is typically presented in television advertisements as a risk-free operation, the product is likely to be perceived as reimbursable if the client is not happy with it, arguably promoting less planned gambling behaviours. Some gaming operators use the alternative name of “edit my bet” to refer to cash out, focusing on the capacity of bettors to correct later possible errors of judgement. The problem is that (and as happens in stock market investing), cashing out is only possible at the current value of the stock (which may be inferior to the purchasing price). Additionally, and contrary to what happens in stock market investing, betting operators automatically devalue the bet price immediately after the purchase. For example, a bookmaker will typically offer to cash out for $0.95 or similar a $1 bet placed one second ago, a price devaluation unmotivated by any new information or event actually affecting the predicted value of such a bet.

Beyond its most apparent attributes, we have demonstrated that cash out within in-play gambling is a pivotal feature that has been introduced by the sports betting industry to transform sports betting from what was traditionally a discontinuous form of gambling into a continuous one. It is contended that, although cashing out presupposes more engaged gamblers that feel more in control of their bets, the emotionally charged context in which it is often used and the structural attributes of the product itself might actually make some bettors lose control over their gambling wagers. Consequently, gambling policymakers and regulators should be cognizant of the challenges of this transformation of sports betting and consider the implications for the protection of gambling consumers.

[Note: This article was co-written with Dr. Hibai Lopez-Gonzalez]

Dr. Mark Griffiths, Professor of Behavioural Addiction, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Betfair (2017). Sportsbook: What is cash out and how does it work? Retrieved March 1, 2017, from: https://en-betfair.custhelp.com/app/answers/detail/a_id/4/~/sportsbook%3A-what-is-cash-out-and-how-does-it-work%3F

Gainsbury, S. M. (2015). Online gambling addiction: The relationship between internet gambling and disordered gambling. Current Addiction Reports, 2(2), 185-193.

Griffiths, M.D. (1993). Fruit machine gambling: The importance of structural characteristics. Journal of Gambling Studies, 9, 101-120.

Griffiths, M. D. (2005). A biopsychosocial approach to addiction. Psyke & Logos, 26(1), 9–26.

Griffiths, M.D. & Auer, M. (2013). The irrelevancy of game-type in the acquisition, development and maintenance of problem gambling. Frontiers in Psychology, 3, 621. doi: 10.3389/fpsyg.2012.00621.

Lopez-Gonzalez, H., & Griffiths, M. D. (2016). Understanding the convergence of online sports betting markets. International Review for the Sociology of Sport. http://doi.org/doi:10.1177/1012690216680602

Lopez-Gonzalez, H. & Griffiths, M.D. (2017). ‘Cashing out’ in sports betting: Implications for problem gambling and regulation. Gaming Law Review: Economics, Regulation, Compliance and Policy, 21(4), 323-326.

McCormack, A., & Griffiths, M. D. (2013). A scoping study of the structural and situational characteristics of internet gambling. International Journal of Cyber Behavior, Psychology and Learning, 3(1), 29–49.

Newall, P. W. S. (2015). How bookies make your money. Judgment and Decision Making, 10(3), 225–231.

Newall, P. W. S. (2017). Behavioral complexity of British gambling advertising. Addiction Research & Theory. http://doi.org/10.1080/16066359.2017.1287901

Parke, J., & Griffiths, M. D. (2007). The role of structural characteristics in gambling. In G. Smith, D. Hodgins, & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies (pp. 211–243). New York: Elsevier.

Sports Trading Life. (2015). Is “cash out” actually BAD for betting punters? Retrieved March 1, 2017, from http://sportstradinglife.com/2015/03/is-cash-out-actually-bad-for-punters/

Hearing aid: A brief look at ‘the world’s most addictive sounds’

Throughout my career I’ve carried out quite a lot of research into the marketing and advertising of gambling and the way in which some gambling operators use psychology to exploit our senses to maximize profit. Connected to this, I’ve also published a number of papers that have examined the role of sound (and particularly music) can influence the way in which individuals gamble (see my previous blog on this and ‘Further reading’ below).

The reason I mention this was that I recently came across an online article by Fast Company entitled ‘The 10 most addictive sounds in the world’ based on some market research carried out by Martin Lindstrom, the Danish ‘neuromarketeer’, author of the book Buyology – Truth and Lies About Why We Buy (I do love a good pun). Lindstrom is known for using neuroscientific techniques to help commercial operators better understand their clientele. One of his collaborations was with Elias Arts (a sound and music design company) who joined forces to examine the world’s most ‘addictive sounds’ in what an article in The Village Voice dubbed a “neuromarketing experiment”.

Obviously, my interest was piqued when I saw the use of the word ‘addictive’ but their working definition of ‘addictive’ had nothing to do with individuals being addicted to sounds but simply referred to an individual’s response to specific sounds. (Even with this explanation, I still can’t see why the word ‘addictive’ was used but its’ use probably guarantees more people – like myself – will want to read about the study). Lindstrom told the media that:

“We have all those top 10s of everything, but most top 10s are based on the visual sense. What we realized in another study is the most prominent sense we have [when we see a commercial] is not the sense of sight or smell, but the sense of sound”.

As far as I can tell, the study Lindstrom carried out has not been formally published in a peer reviewed journal (although he has published academic papers). The study was described in the international media as involving 50 participants and the research team monitored their brainwave, pupil, and facial muscle activity while listening to 50 different everyday sounds (both man-made ‘branded’ sounds and those ‘non-branded’ sounds that occur naturally). Lindstrom concluded that the most ‘addictive sounds’ weren’t necessarily the non-branded sounds of nature because some of the commercial man-made branded sounds (described as “beeps, jingles and ditties”) were more ‘addictive’ than a number of familiar sounds found in everyday life.

Overall, sound of a baby giggling was ranked as the most ‘addictive sound’ (although I’ve not seen the specific methodology employed to ascertain how being the top ‘addictive sound’ was actually assessed. Apparently Lindstrom examined the “dimension of the responses” and the “contrast and balance of all three [brainwave, pupil and muscle] factors” – although he did admit that such factors can lead to both positive and negative reactions). The second and third spots were Intel’s computer startup chime and the sound of a vibrating mobile phone. Other top non-branded sounds were the sound of a sizzling steak and the lighting of a cigarette being inhaled. Lindstrom claimed that the participants “weren’t responding to the structures of the sounds, but what they mean in a greater social context”. In relation to what makes a sound ‘addictive’, Lindstrom did at least make one reference to a classic sign of addiction (i.e., craving):

“It’s not the sound itself, but the consequence of the sound. A laughing (or crying) baby elicits a maternal protection mechanism, a buzzing cell phone prompts a pick-up, a sizzling steak means a solid meal is on the way. For advertisers and consumers, the research indicates a whole new battleground of multi-sensory advertising. Sometimes the sound from one category generates a craving in another category. For example, given the links between tobacco and beverages, the sound of a cigarette being lit could be used in an ad for alcohol. Although sound is more intuitive for people, the field is still quite young. It will be a long time before it will be so prominent”.

In a story for ABC News, other academics were asked for their thoughts on Lindstrom’s study. One American ‘auditory neuroscientist, Professor Barbara Shinn-Cunningham (actually Professor of Biomedical Engineering at Boston University) said that:

“Although the sounds identified by the study are extremely meaningful, with the exception of the giggling baby, most are not inherently addictive. They’re identifiable. They brain responds to repetition. Our brains are good at picking out patterns that repeat. We’ve evolved to do that. If I chose an arbitrary sound, as long as it was clear and distinctive, and then played it 50 times a day for the next five years (as many of the branded sounds have been), it would become attention-grabbing. I don’t think [the sounds on the list are] so much addictive because of their acoustic properties, but because of their ubiquity. There is neurophysiological evidence showing that brain is hardwired to notice certain kinds of sounds. For example, the abrupt, jarring sound of a slamming door could prompt cells in a person’s brain stem to fire even before that person was conscious of it. For early humans, that kind of sound could have meant it’s time to run for the hills. [Also] studies have demonstrated the existence of a so-called ‘cocktail party effect’. At a party, if you hear your name in the background, even if you’re not paying attention, that’s something that will draw your attention involuntarily. Your brain is so exposed to your name and it’s tremendously important to you, so it encodes that so you respond to it”

According to Lindstrom’s research, the most ‘addictive sounds’ in the world (although they are arguably US-centric to say the least) are: (1) baby giggle, (2) Intel chime, (3) vibrating phone, (4) ATM/cash register, (5) National Geographic theme tune, (6) MTV theme tune, (7) T-Mobile ringtone, (8) McDonald’s jingle, (9) ‘Star Spangled Banner’ (tune), and (10) State Farm jingle.

The Fast Company article also noted that:

“Sound is immensely powerful. And yet 83% of all the advertising communication we’re exposed to daily (bearing in mind that we will see two million TV commercials in a single lifetime) focuses, almost exclusively, on the sense of sight. That leaves just 17% for the remaining four senses. Think about how much we rely on sound. It confirms a connection when dialing or texting on cell phones and alerts us to emergencies. When the sound was removed from slot machines in Las Vegas, revenue fell by 24%. Experiments undertaken in restaurants show that when slow music (slower than the rhythm of a heartbeat) is played, we eat slower–and we eat more!”.

These types of findings suggest that ‘audio branding’ is likely to be an increasing topic of academic research given that every company wants an edge in selling their product. While I am totally unconvinced that the word ‘addictive’ should be used in this type of research, that’s not to say that sound doesn’t have an influence in the development of addictive behaviour more generally. It looks like a case of watch (or should that be listen?) to this space.

Dr. Mark Griffiths, Professor of Behavioural Addiction, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK 

Further reading

Bark Soho (2016). 3 of the most addictive sounds in the world. October 16. Located at: http://www.barksoho.co.uk/blog/3-of-the-most-addictive-sounds-in-the-world/

Dixon, L., Trigg, R. & Griffiths, M. (2007). An empirical investigation of music and gambling behaviour. International Gambling Studies, 7, (3), 315-326.

Edroso, R. (2010). “Most addictive” sounds mostly jingles, machine noises. The Village Voice, February 22. located at: https://www.villagevoice.com/2010/02/22/most-addictive-sounds-mostly-jingles-machine-noises/

Fast Company (2010). The 10 most addictive sounds in the world. February 22. Located at: https://www.fastcompany.com/1555211/10-most-addictive-sounds-world

Griffiths, M.D. & Parke, J. (2003). The environmental psychology of gambling. In G. Reith (Ed), Gambling: Who wins? Who loses? pp. 277-292. New York: Prometheus Books.

Griffiths, M.D. & Parke, J. (2005). The psychology of music in gambling environments: an observational research note. Journal of Gambling Issues, 13.

Heussner, K.M. (2010). The world’s 10 most addictive sounds. ABC News, February 24. Located at: https://abcnews.go.com/Technology/worlds-10-addictive-sounds/story?id=9923506

Lindstrom, M. (2008). Buyology: Truth and Lies About Why We Buy. New York: Doubleday

Parke, J. & Griffiths, M.D. (2006). The psychology of the fruit machine: The role of structural characteristics re-visited.  International Journal of Mental Health and Addiction, 4, 151-179.

Parke, J. & Griffiths, M.D. (2007). The role of structural characteristics in gambling.  In G. Smith, D. Hodgins & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies. pp.211-243. New York: Elsevier.

Spenwyn, J., Barrett, D.K.R. & Griffiths, M.D. (2010). The role of lights and music in gambling behavior: An empirical pilot study. International Journal of Mental Health and Addiction, 8, 107-118.

Cattle-star gallactica: A brief look at ‘hucow’ fetishism

According to the online Urban Dictionary, a ‘hucow’ (a portmanteau of ‘human cow’) is “a woman who chooses to be objectified for her large mammaries and ability to lactate constantly”. It also features ‘human cow’ separately and defines it as “a lactating female who allows herself to have her jugs [breasts] hooked up to a cow milking machine, usually wearing a cow mask and cow print leather chaps”. In the writing of my previous blogs on lactation fetishes and furries, I had come across ‘hucow’ fetishism but at the time there was little on which to write about. A few weeks ago, I was interviewed by Mark Hay of Vice magazine who wanted my views about the behaviour so this provided a spur for me to write this article. There is obviously nothing in the academic literature concerning the phenomenon (and to be honest, little anywhere else). A small article on the Kinkly website makes the following observations:

“A hucow is a submissive person, usually a woman, who enjoys participating in forced lactation. A hucow’s breasts are milked by a dominant partner, usually a man, as a real cow is milked by a farmer. Milking techniques can vary…A dominant partner may use a variety of techniques to milk a hucow. They may milk her by hand, by suckling her breasts with their mouth, or by using a breast pump. Some hucows and their partners stick to one preferred technique while others like to mix things up. Some people become hucows following childbirth, when they are lactating naturally. Others bring on lactation using a variety of techniques including using a breast pump, manual stimulation, suckling, and taking supplements including fenugreek powder”.

It’s hard to know where the person writing this article got their information although my own viewing of online hucow videos confirm much of what is claimed above although it’s questionable whether the women in such videos “enjoy” what they are doing because they may just be doing it for money. The article goes on to say:

“Hucows enjoy being cared for like a pet because it takes them away from their regular lives with adult responsibilities. The breast stimulation that comes with lactating is also very sensual. Men with hucows enjoy the dominance and power that comes from their role in the forced lactation. When women lactate, their breasts increase in size, which is also a real perk for many men. Some men also have breastfeeding fetishes and lactation fetishes that their hucows can satisfy. As with many alternative lifestyles, there are communities for hucows and erotic fiction and videos focused on their activities. Several erotic writers and bloggers focus their works on hucows. Their writing might include fictional accounts and scenarios or non-fiction posts about their own experiences as a hucow. Hucows are also represented on niche dating websites, including Fetlife, and social media platforms like Reddit and Tumblr”.

Again, some of this I’ve confirmed for myself as I found many examples of hucow fan fiction online as well as many porn sites catering for hucow fetishism. Another short article on the Manic Love website was written after its anonymous author was reading through the personal ads on Craig’s List and came across a personal ad that “depicted a cow milking machine on a woman and turned into someone’s personal hucow”. They wrote that:

“As you can imagine, a hucow is a woman pantomiming the experiences of a dairy cow. These particular women’s vaginas gush at the thought of having a slave collar put on their neck and having a milking machine hooked up to their nipples for hours at a time. Another facet of this fetish is the concept of breeding the hucows by the hucow milker. This is when the hucows partner (the Bull) mounts her and begins to [have sex with her]. All the while this lovely faux bovine is attached to an industrial device that is collecting her milk from the opened faucets of her [breasts]. The hucow fetish is a marvellous fusion of BDSM and lactation kinks”.

Again, how the writer knows the women involved like such activity is unknown. The author found a personal testimony from a hucow (a “baby-faced blonde with a curvy figure” called ‘Kate’) who described her hucow experiences:

“Once lactation had been induced on Katie the milking began. At first she used a simple breast pump to wring her mammary glands dry, but once Katie was used to the sensation of the pump she graduated to a milking machine that would be at home on a dairy farm. Katie related the sensation she felt while being milked…At first it was uncomfortable but the feeling grew on our dear Katie and before long she loved being a hucow. With the machine being attached to Katie’s nipples for hours she described how her nipples were becoming elongated – all the better for suckling… not only was her milking erotic but it also gave her a sensation of relief. Whenever a milking session was occurring Katie was always restrained; whether handcuffed to a rack or wearing a slave collar…Once the Bull [has sex with] Katie they begin to treat each other like true animals. They begin to rut like they belong on a farm”.

I was contacted by Mark Hay (with whom I’ve done various interviews in the past including ones on sea monster pornography, giantess pornography) who knew I’d written about lactation fetishes in my blog in the past. He asked me if I had ever come across hucow fetishes where “individuals fantasize about or play out scenes in which (usually) men treat (usually) women as livestock, forcibly milking them. Sometimes the women dress up like cows”. I told him that I had but that I’d never written about it. I told him that from a definitional perspective, ‘hucow’ fetishes were originally was the same thing as lactation fetishes. However, I told him that hucow fetishes now appeared to have expanded to include women dressing and/or acting like cows in which the milking was at the core of the fetish. I went on to say that this was not a type of furryism (where individuals dress up as animals and often have sex with other as animals) but was more akin to ‘pony play‘ because both ‘ponyplay’ and ‘hucow’ tend to have women in submissive modes and both have the animals’ most well-known type of behaviour at the heart of the fetish (i.e., milking in cows and riding/equestrianism in horses).

I was aware that there is a big niche market for this type of porn (even on mainstream porn sites like Pornhub). He was interested to hear that I thought the fetish had evolved and asked me (i) when, how, or why that might have happened, and (ii) whether I thought the fetish was especially visible, accessible, or common, and what that might say about the audience for it and the scale of its appeal. I have to admit I hadn’t many answers for these questions. I also had to clarify that I didn’t say the fetish had evolved but the definition of hucow had evolved (in my view, a subtle but important distinction). I believe the internet itself has played a major role in the dispersal of material that individuals can fetishise and hucow appears to be one of them. Most fetishes appear to have sub-divisions and at the edges they sometimes cross over into completely different fetishes. Hucow fetishism clearly has crossovers with lactation fetishism, pregnancy fetishism, infantilism/diaper fetishism (adults dressing up as a baby), transformation fetishism, and sadomasochism/BDSM, as well as having similarities with furries and ponyplay. Personally, I don’t believe it’s a common fetish because individuals have to go looking for it (as I did in researching this article).

Within five minutes of searching on the internet I located dedicated hucow porn (including material at sites including Pornhub, Heavy-R, Xvideos) as well as bespoke hucow fiction (Kobo, Literotica, and Amazon) and fantasy art (on Deviant Art). Hay’s article in Vice reported that the hucow Tumblr site has over 10,000 followers and that the hucow Reddit site has over 23,000 subscribers. Hay interviewed ‘Ed’, the person that runs the hucows.com website. According to Hay:

“[Ed] says his fans seem most excited by women being milked than anything else in his clips. Ditto Sally Anon, an amateur lactation fetish producer, who first encountered HuCow fetishists on lactophilia Reddit communities, who asked her to cross-post to their groups even though she didn’t dress up or act like a cow in the content she produced”.

In addition to interviewing me for the article. Hay also interviewed the ethicist Rebecca Kukla who has written about cultural perceptions of breastfeeding and made some interesting observations. She was quoted as saying:

“Lactation, of course, leads to increased breast size, which explains its appeal to some. Some women enjoy the breast stimulation of milking, so such fetishes are likely to be more about reciprocal pleasure than many others. Consuming breast milk plays into a common kinky urge to be infantilized. Perhaps most importantly, sexualizing something culturally asexual is an appealing form of transgression and re-appropriation. Many kinksters get erotic pleasure from playing at what they fear most, or find most violating of the proper order…[However] cows aren’t only good for milk production. They are the ultimate animals produced specifically for consumption, bred into highly artificial-looking consumer products. In HuCow, the cow-woman is simulating an object produced specifically to be consumed by her partner”.

This concurs with what I have written myself about why dominant and submissive types may enjoy hucow fetishism. As noted in my previous blogs, animal play in general often toys with transforming a complex human into a wholly service-oriented beast. Hay then goes on to say:

“As with many hard submissive fetishes, this may sound terrifying to those looking in from the outside. But even on their own fetishist-facing blogs, HuCow practitioners often acknowledge this is a well-negotiated fantasy, ideally built on mutual respect and desire in participants’ wider lives”.

Hay also quotes Sunny Megatron, an “adult sexuality educator and pleasure advocate” who asserts:

“Remember this is just fantasy role play where turning humans into fantasy cattle is fetishized. And just like any other kind of BDSM or fetish play, this is carefully negotiated by all participants and done consensually. Treating a woman – or anybody – as just a mere object is very wrong if it’s done without their consent. But if objectification is mutually desired by both partners, they’ve thoroughly and clearly talked about it ahead of time and then they play it out in a healthy fun fantasy sense, then that’s different…When BDSM scenes are negotiated they are done so according to the desires and limits of the submissive. The submissive calls the shots”.

As I know from my own empirical studies on eproctophilia (sexual arousal from flatulence) and dacryphilia (sexual arousal from crying), even within very niche fetishes, many sub-types start to develop and cross-fertilise with other more established fetishes and paraphilias, and hucow fetishism appears to be another niche sexual behaviour that (with the help of the internet) is continuing to evolve.

Dr Mark Griffiths, Professor of Behavioural Addiction, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Good Reads (2014). Definition of a Hucow. Goodreads.com, October 3. Located at: https://www.goodreads.com/author_blog_posts/7114274-definition-of-a-hucow

Greenhill, R. & Griffiths, M.D. (2015). Compassion, dominance/submission, and curled lips: A thematic analysis of dacryphilic experience. International Journal of Sexual Health, 27, 337-350.

Greenhill, R. & Griffiths, M.D. (2016). Sexual interest as performance, intellect and pathological dilemma: A critical discursive case study of dacryphilia. Psychology and Sexuality, 7, 265-278.

Griffiths, M.D. (2012). The use of online methodologies in studying paraphilias: A review. Journal of Behavioral Addictions, 1, 143-150.

Griffiths, M.D. (2013). Eproctophilia in a young adult male: A case study. Archives of Sexual Behavior, 42, 1383-1386.

Hay, M. (2018). Inside HuCow, the fetish that imagines women as cows. Vice, April 24. Located at: https://www.vice.com/en_us/article/d3599y/inside-hucow-the-fetish-that-imagines-women-as-cows

Kinkly (2018). Kinkly explains Hucow. Kinkly.com. Located at: https://www.kinkly.com/definition/15836/hucow

Manic Love (2017). Learn about hucows. October 12. Located at: https://maniclove.com/free-blog/hucows