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

The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions

SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France

Read More

Featured

Don’t Stop! Partitioning Increases Satiation to Food

Cammy Crolic, University of Oxford
Yang Yang, University of Florida, USA
Yangjie Gu, HEC Paris, France

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.