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



Share Proceeding

Featured papers

See More

Featured

Compatibility Theory

Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA

Read More

Featured

E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations

Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada

Read More

Featured

Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products

Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.