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.”


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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