What triggers problem recognition? An exploration on young Australian male problematic online gamers

Sato, Rachel, Drennan, Judy, & Lings, Ian (2014) What triggers problem recognition? An exploration on young Australian male problematic online gamers. In Rundle-Thiele, S., Kubacki, K., & Arli, D. (Eds.) Proceedings of ANZMAC Annual Conference 2014, Australian and New Zealand Marketing Academy, Brisbane, Qld, pp. 529-535.

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Help-seeking is a complex decision-making process that first begins with problem recognition. However, little is understood about the conceptualisation of the helpseeking process and the triggers of problem recognition. This research proposes the use of the Critical Incident Technique (CIT) to examine and classify incidents that serve as key triggers of problem recognition among young Australian male problematic online gamers. The research provides a classification of five different types of triggers that will aid social marketers into developing effective early detection, prevention and treatment focused social marketing interventions.

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ID Code: 88670
Item Type: Conference Paper
Refereed: Yes
ISSN: 1447-3275
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 20 Oct 2015 03:45
Last Modified: 20 Oct 2015 03:45

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