How Customer Identification Can Lead to Dysfunctional Behavior

Recent research explores the role of social identity in consumer contexts. In this study, we document the negative effect of customer identification on impoliteness. We found that entitlement mediated this relationship and that this effect was conditional on self-control. We also plan to investigate other mechanisms underlying this phenomenon.



Citation:

Huy Quoc Tran, Marit Engeset, and Luk Warlop (2020) ,"How Customer Identification Can Lead to Dysfunctional Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1242-1242.

Authors

Huy Quoc Tran, University of South-eastern Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, BI Norwegian Business School



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Augmented Reality, Augmented Trust: How Augmented Reality Enhances Consumer Trust In Online Shopping

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO

Read More

Featured

An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity

Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan

Read More

Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.