Consumer Compliance in Face-To-Face Interactions: the Role of Sensitivity and Expressiveness

This paper examines role of sensitivity-to-face and facial expressiveness in consumer compliance. A change in consumers’ sensitivity to the face and the facial expressiveness of partners can affect consumer compliance by affecting anticipated facial feedback. We develop and test our mechanism and hypothesis through one field and three lab experiments.


Maggie Wenjing Liu and Yuhong Guan (2014) ,"Consumer Compliance in Face-To-Face Interactions: the Role of Sensitivity and Expressiveness", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 584-585.


Maggie Wenjing Liu, Tsinghua University
Yuhong Guan, Tsinghua University


NA - Advances in Consumer Research Volume 42 | 2014

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