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.


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.


Anupama Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
JoAndrea Hoegg, University of British Columbia, Canada


E - European Advances in Consumer Research Volume 11 | 2018

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