5-H: I’M Scared, Want to Listen? Incidental Fear’S Influence on Self-Disclosure to Brands

Self-disclosure is an increasingly popular topic within marketing, yet scant literature has considered emotional impact on whether one divulges information to others. We examine the impact of fear on self-disclosure, showing that people who experience a frightening event alone are more likely to self-disclose, even when the act is risky.



Citation:

Anupama Mukund Bharadwaj and Lea Dunn (2017) ,"5-H: I’M Scared, Want to Listen? Incidental Fear’S Influence on Self-Disclosure to Brands", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1050-1050.

Authors

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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