Hiding in the crowd : secrecy instigates in consumers a desire to avoid non-conformity

Dongjin HE, Yuwei JIANG, Gerald GORN

Research output: Other Conference ContributionsPoster

Abstract

This research investigates how the experience of secrecy affects their consumption behavior. Three studies reveal that when people are keeping secrets, and the secrets are salient in their minds, it instigates a tendency for them to avoid non- conformity in the consumption choices they make. It shows that the effect is driven by the desire to avoid social attention—a desire induced by the thoughts and feelings induced by the secret(s). Furthermore, the effect of secrecy on consumer non-conformity is moderated by the amount of attention consumers sense that others pay to them and their perceived self-control capacity.
Original languageEnglish
Publication statusPublished - 1 Mar 2019
Externally publishedYes
EventSociety for Consumer Psychology 2019 Annual Conference - Hyatt Regency Hotel, Savannah, United States
Duration: 28 Feb 20192 Mar 2019
https://whova.com/web/scpan_201902/

Conference

ConferenceSociety for Consumer Psychology 2019 Annual Conference
CountryUnited States
CitySavannah
Period28/02/192/03/19
Internet address

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    HE, D., JIANG, Y., & GORN, G. (2019). Hiding in the crowd : secrecy instigates in consumers a desire to avoid non-conformity. Poster session presented at Society for Consumer Psychology 2019 Annual Conference, Savannah, United States.