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

Q11. The Effect of Message Ephemerality on Information Processing

Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA

Read More

Featured

To Touch or Not to Touch?: How Touch Influences Decision Confidence

Sang Kyu Park, University of Florida, USA
Yang Yang, University of Florida, USA

Read More

Featured

Promoting Pi Day: Consumer Inferences about Special Day-Themed Promotions

Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, USA

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.