ABSTRACT
This paper examines the effects of regulatory focus and regulatory fit theories on taxpayer compliance when taxpayers are exposed to predetermined quotes by the Internal Revenue Service (IRS) or other tax authority officials. A promotion-oriented regulatory focus is concerned with advancement, growth, and accomplishment, whereas a prevention-oriented regulatory focus is concerned with protection, safety, and responsibility. Using an experimental approach, we find that promotion-oriented (prevention-oriented) individuals are more likely (less likely) than prevention-oriented (promotion-oriented) individuals to self-report income for tax purposes. We also find that (1) promotion-oriented (prevention-oriented) individuals are less (more) likely to self-report income when presented with prevention-focused and neutral quotes as compared to messages with no quotes, and (2) promotion-oriented individuals who read promotion-focused quotes are more likely to self-report income than those reading prevention-focused message quotes. The results suggest theoretical and practical implications for tax compliance.