De Vos, Svetlana; Crouch, Roberta; Quester, Pascale; … - In: Journal of Services Marketing 35 (2021) 6, pp. 740-754
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,...