The lack of compliance to medical advice is a widely recognized healthcare concern with important implications to consumer well‐being. Through an in‐depth examination of the narratives provided by chronically ill patients, this study contributes to transformative consumer research by offering a better understanding of patients' compliance or lack of compliance with medical advice. The narratives are examined with a focus on two potential antecedents: hope and perceptions of control over health outcomes. Findings suggest that although control perceptions play a crucial role in compliance, chronically ill patients often feel that they have no control over their health outcomes. The narratives reveal that the positive emotion of hope is a motivator for positive health behaviors. Additionally, the lived experiences accounts suggest a possible relationship between hope and control perceptions: patients' belief in their ability to manage their chronic illness facilitates hope but might not be essential to it. The importance of healthcare providers' role in cultivating hope and customizing their interactions with patients is discussed. The implications also indicate that health initiatives aimed at increasing treatment compliance should consider alternatives to messages calling for patients to take control of their health. Instead, future research on health behavior should look beyond social cognition models of health behavior and focus on the role of positive emotions such as hope. Copyright © 2015 John Wiley & Sons, Ltd.