Scaring the bras off women: the role of threat appeal, brand congruence, and social support in health service recruitment coping strategies

Jessica Mayer; Nadia Zainuddin; Rebekah Russell-Bennett; Rory Mulcahy

doi:10.1108/JSTP-11-2017-0196

Back

Journal article

Open access

Peer reviewed

Scaring the bras off women: the role of threat appeal, brand congruence, and social support in health service recruitment coping strategies

Jessica Mayer, Nadia Zainuddin, Rebekah Russell-Bennett and Rory Mulcahy

Journal of Service Theory and Practice, Vol.29(3), pp.233-257

2019

DOI: https://doi.org/10.1108/JSTP-11-2017-0196

Files and links (2)

pdf

PDF - Author Accepted Version320.65 kBDownload View

Accepted Version PDF - Author Accepted Version Open Access

url

https://doi.org/10.1108/JSTP-11-2017-0196View

Published Version

Abstract

health service

breast screening

brand congruence

coping

transformative service research,

preventative health services

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 (users and non-users of the service). The data were analyzed using structural equation modeling (SEM). Findings: A competing models approach reveals that threat on its own is associated with avoidance coping; however, when brand congruence is high, there is an association with active coping. Social support appears to have a buffering effect on threat and is associated positively with active coping and negatively with avoidance coping. Originality/value: The study findings suggest that threat appeals should be used with caution in increasing participation in transformative preventative health services due to its double-edged sword effect (increasing both avoidance and active coping). When consumers have social support, this results in active coping and buffers avoidance coping. This research offers useful insights for social marketing and transformative service research.

Details

Title: Scaring the bras off women: the role of threat appeal, brand congruence, and social support in health service recruitment coping strategies
Authors: Jessica Mayer (Author)
Nadia Zainuddin (Author)
Rebekah Russell-Bennett (Author)
Rory Mulcahy (Author) - University of the Sunshine Coast - USC Business School
Publication details: Journal of Service Theory and Practice, Vol.29(3), pp.233-257
Publisher: Emerald Group Publishing Ltd.
Date published: 2019
DOI: 10.1108/JSTP-11-2017-0196
ISSN: 2055-6225
Copyright note: Copyright © 2019 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450716202621
Output Type: Journal article

Metrics

17 File views/ downloads

328 Record Views

7 Times Cited - Web of Science

InCites Highlights

These are selected metrics from InCites Benchmarking & Analytics tool, related to this output

Collaboration types: Domestic collaboration
Web Of Science research areas: Business; Management