“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.



Citation:

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.

Authors

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

The Dark Side of Luxury: The Social Costs of Conspicuous Consumption

Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More

Featured

Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

O10. Individual Differences in Consumers' Need For Cognition and Affect: A Neuromarketing Study Using Voxel-Based Morphometry

Jianping Huang, Tsinghua University
Yang Sun, Tsinghua University
Jie Sui, University of Bath, UK
Xiaoang Wan, Tsinghua University

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.