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The Influence of Bad Credit on Consumers’ Identities

Qualitative Consumer Research

ISBN: 978-1-78714-492-7, eISBN: 978-1-78714-491-0

ISSN: 1548-6435

Publication date: 1 August 2017



This study is different from previous work in several ways. We focus on identity deformation due to bad credit. By analyzing a crisis response that transcends the specific impetus of bad credit, we extend identity theory by developing an insight into “identities-in-crisis.” We also provide a theoretical framework and explore how consumers’ identities are deformed and renegotiated.




The author thanks the Filene Research Institute for financial support for this research and gives special thanks to the wonderful participants who willingly shared the dark secrets of their lives.


Compeau, L.D. (2017), "The Influence of Bad Credit on Consumers’ Identities", Qualitative Consumer Research (Review of Marketing Research, Vol. 14), Emerald Publishing Limited, Bingley, pp. 51-77.



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