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.

中文翻译：

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混合情绪和信任服务的使用：来自高危赌徒的见解

目的

本文旨在探索基于恐惧与挑战的诉求的力量，该诉求与弱势消费者共同设计，以激励使用凭证服务。

设计/方法/方法

定性阶段（研究 1），由自我认定的高危赌徒焦点小组组成，揭示了一系列广告刺激的概念主题，然后对在赌博环境中使用信用服务的可能性进行了实证测试（研究 2）。还测试了诸如歧义容忍度等个体特征的潜在调节影响。

发现

与基于单一情绪的诉求相比，混合着挑战的恐惧对有风险的赌徒使用信用服务的意图的影响要大得多。调查结果证实了恐惧与挑战的间接积极影响，通过参与广告的连续中介和对信任服务广告的态度。模糊容忍度对信任服务使用意图的调节作用得到证实。

原创性/价值

迄今为止，尚未对恐惧与挑战诉求混合以激励弱势消费者寻求信任服务的潜力进行调查。通过为针对弱势消费者（如高风险赌徒）的促销活动提供有价值的见解，这些发现有助于变革性服务研究和广告文献流。