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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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