Secret Consumption in Close Relationships
Are secrets always bad? This research examines the effects of secret consumer behaviors (SCB) within close relationships. The authors propose and find both positive and negative effects of SCB, and that these effects depend upon the secret keeper’s motivation for not telling and feelings of guilt associated with the behavior.
Kelley Gullo, Danielle J Brick, and Gavan Fitzsimons (2018) ,"Secret Consumption in Close Relationships", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 144-148.
Kelley Gullo, Duke University, USA
Danielle J Brick, University of New Hampshire
Gavan Fitzsimons, Duke University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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