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With limited research on help-seeking in the social marketing domain, this research takes a unique perspective through the lens of McGuire’s psychological framework examining the intrinsic and extrinsic motivations (or perceived help-seeking benefits) influencing help-seeking attitudes and behaviour in at-risk gamblers. This paper aims to examine the role that response efficacy has on the relationship between perceived help-seeking benefits and help-seeking behavioural intentions.

Study 1 used focus groups to explore the positive influence of help-seeking in at-risk gamblers. Studies 2 and 3 used online surveys to further test the direct and indirect impacts of perceived help-seeking benefits on attitudes and behavioural intentions. Structural equation modelling with multi-group analysis (low/high response efficacy) tested the hypotheses.

Both cognitive and affective psychological motives manifest as distinct intrinsic (well-being, self-esteem and self-control) and extrinsic motivators (social influence) that influence at-risk gamblers’ help-seeking attitudes and intentions to seek professional services. These perceived benefits influence help-seeking intentions directly (for those high in response efficacy) and indirectly via serial attitudinal mediators.

The results provide a guide for practitioners to enhance the promotion of professional help. Practitioners should develop marketing communication messages centred on the specific psychological needs of at-risk gamblers to encourage help-seeking behaviour including an emphasis on assertion, affiliation, independence, utilitarian, tension reduction, ego defence and consistency.

This research is the first, to the knowledge, to examine the psychological motivations that encourage help-seeking in at-risk gamblers, demonstrating that both preservation and growth motives influence help-seeking attitudes and the decision to act.

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.

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.

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.

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.

The purpose of this paper is to provide a synthesis of the contingent work field and to advocate a sustainable career perspective on contingent work.

Adopting a broader review approach allowed to synthesize the contingent work literature across contingent work types (temporary agency work, gig work and freelance work) and develop a sustainable career perspective on contingent work. The authors searched for empirical, conceptual and review articles published from 2008 to December 2021. In total, the authors included 208 articles.

The authors advocate a sustainable career perspective that allows for organizing and synthesizing the fragmented contingent work literature. Adopting a sustainable career perspective enables to study contingent work from a dynamic perspective transcending one single organization.

The field is suffering from fragmentation and most importantly from an oversight of how contingent work experiences play a role in a persons’ career. This paper addresses this problem by adopting a sustainable career perspective on contingent work.

The purpose of this paper is to examine the moderating role of pay in the relationship between employee ambition and taking charge behavior, and its subsequent effects on employee career satisfaction.

A two-wave quantitative investigation was conducted among alumni of a large public university in the Netherlands.

The results show that taking charge behavior mediates the positive relationship between employee ambition and career satisfaction. They also show that pay positively moderates this mediation, such that the relationship between employee ambition and taking charge behavior is stronger when ambitious employees receive an increase in pay, leading to increased career satisfaction. Conversely, a decrease in pay does not moderate ambitious employees’ taking charge behavior and the impact on their career satisfaction.

The study draws on self-report data collected in one country: the Netherlands.

The study highlights the importance of pay for higher job involvement, demonstrating its impact on taking charge behavior among employees with higher levels of ambition.

This is the first empirical study to examine the impact of pay on employees’ taking charge behavior and the subsequent implications for career satisfaction.

This article aims to introduce the special issue entitled “the role of career shocks in contemporary career development,” synthesize key contributions and formulate a future research agenda.

The authors provide an introduction of the current state-of-the-art in career shocks research, offer an overview of the key lessons learned from the special issue and present several important avenues for future research.

The authors discuss how the special issue articles contribute to a better understanding of career shocks' role in contemporary career development, focusing on (1) conceptual clarity of the notion of career shocks, (2) career outcomes of career shocks, (3) mechanisms that can explain the impact of career shocks and (4) interdisciplinary connectivity.

This article offers a synthesis of the critical contributions made within this special issue, thereby formulating key ways to bring the field of career shocks research forward. It also provides new avenues for research.