Secrecy Prompts Nonconformity-Avoidance in Consumption Choice

Three studies reveal that the experience of secrecy increases consumers’ tendency to avoid nonconformity in their consumption choice, driven by secret-keepers’ desire to avoid social attention. This effect is attenuated when consumers perceive themselves as not being paid attention to, or having high self-control capacity.



Citation:

DONGJIN HE, Yuwei Jiang, and Gerald J. Gorn (2018) ,"Secrecy Prompts Nonconformity-Avoidance in Consumption Choice", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 144-149.

Authors

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Brought To You Live”: On The Consumption Experience of Live Social Media Streams

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA

Read More

Featured

Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices

Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA

Read More

Featured

D3. Social Exclusion and WOM about Past versus Future Experiences

Melis Ceylan, Koc University, Turkey
Ezgi Akpinar, Koc University, Turkey
Selin Atalay, Frankfurt School of Finance and Management, Germany

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.