“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment
We find that keeping a consumption activity as a secret (vs. not as a secret) has a polarizing effect on consumption enjoyment such that secrecy (vs. non-secrecy) increases (decreases) consumption enjoyment when expected social responses are positive (negative). This effect is moderated by social distance and level of preoccupation.
Xiaojing Yang, Xiaoyan Deng, and Lei Jia (2018) ,"“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment", 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.
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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