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 MoreFeatured
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA
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
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