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#5294. Mixed emotions and credence service use: insights from at-risk gamblers

August 2026	publication date
Proposal available till	12-05-2025
4 total number of authors per manuscript	0 $

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Journal’s subject area:

Marketing;

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Abstract:
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.
Keywords:
At-risk gamblers; Co-design; Credence service; Emotion; Fear mixed with challenge appeals; Focus groups; Health services; Mixed emotions; Structural equation modelling; Tolerance of ambiguity; Transformative; Vulnerable consumers

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