N6. Not Myself: the Impact of Secret-Keeping on Consumer Choice Regret

This research investigates how the experience of secret-keeping affects consumers’ perception of their previous choice. Three studies reveal that the experience of secret-keeping increases consumers’ regret for the consumption choices they made previously, and show that this effect is driven by the perceived low intrinsic motivation for the chosen option.



Citation:

DONGJIN HE and Yuwei Jiang (2018) ,"N6. Not Myself: the Impact of Secret-Keeping on Consumer Choice Regret", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 909-909.

Authors

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Consuming Products with Experiences: Why and When Consumers Want Mementos

Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA

Read More

Featured

When Disadvantage Is an Advantage: Benevolent Partiality in Consumer Donations

Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands

Read More

Featured

E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality

Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, 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.