... more positive credence SUI in comparison to those exposed to fear or challenge appeals only. Mixed emotions Fear mixed with challenge appeals Vulnerable consumers At-risk gamblers Credence service Co-design Tolerance of ambiguity Emotion Health services Focus groups Structural...

... of mixed emotions – that is, emotions of antagonistic valence (positive and negative) – remains scarce. To fill this gap, this research focuses on the combined effects of the negative emotion of guilt and the positive emotion of pride, two affective reactions that can be felt during a service experience...