Hidden in Plain Sight: Consumer Response to Pseudo-Secrets in Marketing

The marketing of secret products has become an emerging phenomenon—from secret menus in restaurants to shops with camouflaged entrances. We label these hidden but publicly available products as pseudo-secrets and demonstrate that their positive impact on word-of-mouth and actual purchase behavior is mediated by feelings of social centrality.



Citation:

Dafna Goor, Anat Keinan, Nir Halevy, and Michael Norton (2020) ,"Hidden in Plain Sight: Consumer Response to Pseudo-Secrets in Marketing", 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

Dafna Goor, London Business School, UK
Anat Keinan, Harvard Business School, USA
Nir Halevy, Stanford University, USA
Michael Norton, Harvard Business School, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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