Secrets and Lies: How Consumers Manage the Flow of Ego-Threatening Information

Christine Kang, University of Michigan, USA
Grant Packard, Laurier School of Business & Economics, Canada
David Wooten, University of Michigan, USA
We extend research on consumer lying by examining evasion (i.e. ambiguous, vague or avoidant responding) as an alternative to deception for consumers who are reluctant to reveal inconvenient truths. Four studies reveal evasion as a robust and often-preferred alternative to deception in social comparisons of price and credit information.
[ to cite ]:
Christine Kang, Grant Packard, and David Wooten (2013) ,"Secrets and Lies: How Consumers Manage the Flow of Ego-Threatening Information", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.