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.
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.
Maria A Rodas, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA
NA - Advances in Consumer Research Volume 46 | 2018
L10. How Physical Distance and Power Distance Belief Affect Salesperson Evaluations and Purchase Intentions
Chia-Wei Joy Lin, University of Tennessee at Chattanooga
Saerom Lee, University of Texas at San Antonio, USA
Bingxuan Guo, University of Texas at San Antonio, USA
When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product
Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA
Why Do People Who Have More Enjoy Horror More?
Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore