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.
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.
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
NA - Advances in Consumer Research Volume 46 | 2018
H1. How Anthropomorphized Roles Influence Consumers' Attitude Towards Innovative Products
yuanqiong He, Huazhong University of Science and Technology, China
Zhou Qi, Huazhong University of Science and Technology, China
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark
How Eyes Pull on the Heartstrings: Averted Eye Gaze Enhances Narrative Transportation and Self-Brand Connection
Ngoc To, University of Houston, USA
Vanessa Patrick, University of Houston, USA