I’M Scared, Want to Listen? Fear’S Impact on Self-Disclosure to Brands
Though the topic has increased in popularity within marketing, scant literature has considered emotional antecedents to self-disclosure. We examine fear’s impact on self-disclosure, showing that people who experience a frightening event alone are more likely to self-disclose vulnerable and personal information to brands, even though self-disclosure is inherently risky.
Citation:
Anupama Bharadwaj, Lea Dunn, and JoAndrea Hoegg (2018) ,"I’M Scared, Want to Listen? Fear’S Impact on Self-Disclosure to Brands", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 150-151.
Authors
Anupama Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
JoAndrea Hoegg, University of British Columbia, Canada
Volume
E - European Advances in Consumer Research Volume 11 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products
Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China
Featured
Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption
Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA
Featured
Assuming Ordinality: Best-to-Worst Inferences in Vertical Lists
Mathew S. Isaac, Seattle University
SHAILENDRA PRATAP JAIN, University of Washington, USA