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
Data-Driven Computational Brand Perception
Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA
Featured
The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation
Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA
Featured
L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior
Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA