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Published in 2021 at "Journal of Services Marketing"
DOI: 10.1108/jsm-07-2020-0308
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…
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Keywords:
credence service;
risk gamblers;
credence;
use ... See more keywords