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 MoreFeatured
Doing it the Hard Way: More Effortful Saving Leads to Less Investing
Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA
Featured
Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases
Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, USA
Featured
C4. The role of attachment to a human brand in improving eating habits
Amélie Guèvremont, École des Sciences de la Gestion, UQAM