Mixed emotions and credence service use: Insights from at-risk gamblers: Mixed emotions and credence service use

Svetlana De Vos, Roberta Crouch, Quester Pascale, Jasmina Illic

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Abstract

Purpose –This research explores the power of appeals based on fear mixed with challenge co-designed with vulnerable consumers in motivating the use of credence services.
Design -A qualitative phase (study 1), comprised of focus groups of self- identified at-risk gamblers, revealed a series of conceptual themes for advertising stimuli that were then tested empirically (study 2) on the likelihood to use credence services in gambling context. Individual characteristics such as tolerance of ambiguity were also tested for their potential moderating influence.
Findings – In comparison to appeals based on single emotions, fear mixed with challenge has a significantly stronger impact on intentions to use credence services in at-risk gamblers. Findings confirm the indirect positive impact of fear mixed with challenge via sequential mediators of involvement with advertising and attitude towards credence service advertising. The moderating role of tolerance of ambiguity on credence service use intentions was confirmed.
Originality – The potential of a fear mixed with challenge appeal to motivate vulnerable consumers to seek credence services has not been investigated to date. Our findings contribute to both the TSR and advertising literatures by providing valuable insights into promotional campaigns aimed at vulnerable consumers such as at-risk gamblers.
Original languageEnglish
JournalJournal of Services Marketing
Publication statusAccepted/In press - 18 Jul 2021

Keywords

  • Mixed emotions
  • fear mixed with challenge appeals
  • vulnerable consumers
  • at-risk gamblers
  • credence service
  • co-design
  • tolerance of ambiguity

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