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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements

Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen

Read More


E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival

Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong

Read More


Personal Budgeting: Does It Work?

Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA

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.