The Effects of Workload Level and Literacy on Consumer Compliance

Consumers are increasingly faced with more demands as a customer (e.g., completing paperwork before an appointment). Our framework explains why consumers have greater compliance when they are given higher (vs. lower) workload demand levels. A field study with actual medical patients, and a series of experiments supports the conceptual model.


Maura Scott, Martin Mende, Mary Jo Bitner, and Amy Ostrom (2015) ,"The Effects of Workload Level and Literacy on Consumer Compliance", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 17-20.


Maura Scott, Florida State University, USA
Martin Mende, Florida State University, USA
Mary Jo Bitner, Arizona State University, USA
Amy Ostrom, Arizona State University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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