Projects per year
Abstract
Original language | English |
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Pages (from-to) | 1032–1049 |
Number of pages | 18 |
Journal | Journal of Consumer Research |
Volume | 48 |
Issue number | 6 |
Early online date | 7 Jun 2021 |
DOIs | |
Publication status | Published - Apr 2022 |
Bibliographical note
Supplementary materials are included in the web appendix accompanying the online versionof this article
Funding
This research was supported by the Faculty Research Grant (DB21A6) and Lam Woo Research Fund (871227) from Lingnan University to the first author, and financial support from the Hong Kong Research Grants Council (PolyU 155032/18B), the Hong Kong Polytechnic University (G-UAJ1), and the Asian Centre for Branding and Marketing (ACBM) to the second author. This paper is based on the first author’s PhD thesis supervised by the second author. Correspondence on the manuscript should be sent to Yuwei Jiang.
Keywords
- secrecy
- social attention
- attention avoidance
- consumer conformity
- self-control
Fingerprint
Dive into the research topics of 'Hiding in the Crowd: Secrecy Compels Consumer Conformity'. Together they form a unique fingerprint.Projects
- 2 Finished
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The Impact of Secrecy on Consumer Preferences for Visual Boundaries
HE, D. (PI) & JIANG, Y. (CoI)
1/06/21 → 31/05/23
Project: Grant Research
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How Gratitude Motivates the Desire for Simplicity in Consumer Choice
HE, D. (PI) & JIANG, Y. (CoI)
1/01/21 → 30/06/22
Project: Grant Research