5-L: Psychological Drivers of Customer Compliance: Self-Identity Threats and Discrete Emotions

Kristina Stuhler, Old Dominion University, USA
Chuanyi Tang, Old Dominion University, USA
Mahesh Gopinath, Old Dominion University, USA
This research develops and tests a theoretical framework on consumer compliance by incorporating self-identity theory and cognitive-emotion theory. We propose self-identity threats and discrete emotions influence customer compliance. A qualitative study will be conducted first to develop and refine the theoretical framework, which will then be tested by experimental design.
[ to cite ]:
Kristina Stuhler, Chuanyi Tang, and Mahesh Gopinath (2017) ,"5-L: Psychological Drivers of Customer Compliance: Self-Identity Threats and Discrete Emotions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1061-1061.