The Secrecy Effect: Secret Consumption Polarizes Product Evaluations
Results from six studies show that secret consumption prompts resulted in more extreme (polarized) product evaluations. Well-liked products received more positive evaluations, and disliked products received more negative evaluations, compared to evaluations in non-secret conditions. We identify preoccupation and attitude polarization as the primary drivers for these outcomes.
Citation:
Maria A Rodas and Deborah Roedder John (2018) ,"The Secrecy Effect: Secret Consumption Polarizes Product Evaluations", 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
Maria A Rodas, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals
Hristina Nikolova, Boston College, USA
Featured
Saving for Experiences Versus Material Goods
Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA
Featured
Inside Out: Product Essence is Perceived to be Concentrated in the Center of a Group of Products
Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, USA