“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

Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making

Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC

Read More

Featured

Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors

Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA

Read More

Featured

Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

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.