Spicing Things Up With a (Brand) Secret

The present research problematizes the conventional wisdom that transparency is paramount in relationships by establishing the positive value of discovering a secret in consumer-brand relationships. Two longitudinal studies show that secrets increase interest, excitement, and interaction with brands to which individuals describe themselves as “committed.”



Citation:

Heather Johnson Dretsch and Colbey Emmerson Reid (2019) ,"Spicing Things Up With a (Brand) Secret", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 543-546.

Authors

Heather Johnson Dretsch, NC State University, USA
Colbey Emmerson Reid, Columbia College Chicago, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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