“Set yourself free!” Exploring help-seeking motives in at-risk gamblers

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.