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.