16-H: Secret Keeping Spurs Conformity Consumption

This research shows that secret keeping increases consumers’ conformity behavior in consumption. This effect is mediated by the motivation to avoid social attention. Moreover, perceived self-control moderates the effect of secret keeping on conformity, such that the effect is more salient for consumers with lower perceived self-control.


Dongjin He, Yijie Wang, Yuwei Jiang, and Gerald Gorn (2017) ,"16-H: Secret Keeping Spurs Conformity Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1032-1032.


Dongjin He, Hong Kong Polytechnic University, China
Yijie Wang, Hong Kong Polytechnic University, China
Yuwei Jiang, Hong Kong Polytechnic University, China
Gerald Gorn, Hong Kong Polytechnic University, China


NA - Advances in Consumer Research Volume 45 | 2017

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