“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
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