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首页> 外文期刊>Journal of Services Marketing >Mixed emotions and credence service use: insights from at-risk gamblers
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Mixed emotions and credence service use: insights from at-risk gamblers

机译：混合情绪和信用服务使用：来自风险赌徒的见解

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摘要

Purpose This paper aims to explore the power of appeals based on fear mixed with challenge co-designed with vulnerable consumers in motivating the use of credence services. Design/methodology/approach A qualitative phase (Study 1), comprising 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 a 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 the 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 the 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/value The potential of a fear mixed with challenge appeal to motivate vulnerable consumers to seek credence services has not been investigated to date. The findings contribute to both the transformative service research and advertising literature streams by providing valuable insights into promotional campaigns aimed at vulnerable consumers such as at-risk gamblers.
机译：目的本文旨在根据与脆弱的消费者共同设计的挑战，探讨上诉的力量，这些恐惧与脆弱的消费者在激励兑现服务时。设计/方法/方法一个定性阶段（研究1），包括自我识别的风险赌徒的焦点小组，揭示了一系列用于广告刺激的概念主题，然后经验（研究2）在使用凭证服务的可能性上进行测试在赌博的背景下。还测试了诸如歧义的耐受性的个性特征，以进行潜在的调节影响。结果与基于单一情绪的吸引力相比，与挑战混合的恐惧对在风险赌徒中使用债务服务的意图产生了显着强烈的影响。调查结果证实了恐惧与挑战的间接积极影响通过持续参与广告和对债务服务广告的广告和态度的挑战。确认了对债务服务使用的歧义公差的调节作用。原创性/价值与挑战症混合的恐惧潜在迄今尚未调查以激励脆弱的消费者寻求凭证服务。该调查结果通过向促销活动提供有价值的见解来促进变革的服务研究和广告文献流，这是旨在冒险的消费者，如风险赌徒。

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