Purpose: Despite the availability and accessibility of standardized screening services, such as preventative health services, many individuals avoid participation. The extant health literature has indicated that health locus of control (HLOC) influences engagement and uptake of health services....

Purpose: The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social marketing and transformative service research. The authors also suggest a research agenda....

Purpose: The purpose of this paper is twofold: first, to extend transformative service and social marketing practitioners’ and academics’ understanding of how gamification and serious m-games are designed, and second, to model the effects of game design elements on key transformative...

Purpose: The purpose of this paper is to understand the role of perceived threat, brand congruence, and social support on consumer coping strategies for a preventative health service. Design/methodology/approach: An online survey of 570 women aged over 50 in one Australian state was conducted...

Purpose: This study aims to investigate the use of gamification and serious games as transformative technologies that encourage health and well-being behaviors. The purpose of this paper is to investigate the transformative value that can be created by gamified apps and serious games and the...

Purpose: The emerging consumer-dominant logic of marketing captures consumers’ active and primary role in a range of mainstream marketing processes such as branding, product development and sales. However, consumers’ active role in driving pro-social behaviour change has not yet received...