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



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