“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
Consuming Time-Space Imaginations: Bakhtin’s Chronotope on Robots and Artificial Intelligence
Marat Bakpayev, University of Minnesota Duluth, USA
Alima Yesmukanova, KIMEP University
‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption
Pao Franco, University of Melbourne, Australia
P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology
Heejung Park, University of Wyoming, USA