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.
Citation:
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.
Authors
Danielle J Brick, University of New Hampshire
Kelley Gullo, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
How Numeric Roundness Influences Probability Perceptions
Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA
Featured
Globalizing from the Periphery: The Role of Consumer Paratextual Translation
Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia
Featured
Institutional Influence on Indebted Consumers’ Understanding of Wants and Needs
Mary Celsi, California State University Long Beach, USA
Stephanie Dellande, Menlo College
Mary Gilly, University of California Irvine, USA
Russ Nelson, Northwestern University, USA