Hiding and Spending: Secret Consumer Behaviors and Pro-Relationship Spending

This research explores secret consumer behavior in relationships. We find that keeping consumption activity a secret from one’s partner commonly occurs and that there can be positive downstream consequences. Specifically, secrecy leads to greater pro-relationship spending on the part of the secret-keeper and partners report greater satisfaction with that spending.


Danielle J Brick, Kelley Gullo, and Gavan Fitzsimons (2020) ,"Hiding and Spending: Secret Consumer Behaviors and Pro-Relationship Spending", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 847-850.


Danielle J Brick, University of New Hampshire
Kelley Gullo, Duke University, USA
Gavan Fitzsimons, Duke University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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