Secret keeping spurs conformity consumption

Dongjin HE, Yijie WANG, Yuwei JIANG, Gerald GORN

Research output: Other Conference ContributionsPresentation


This research shows that secret keeping increases consumers’ conformity behavior in consumption. This effect is mediated by the motivation to avoid social attention. Moreover, perceived self-control moderates the effect of secret keeping on conformity, such that the effect is more salient for consumers with lower perceived self-control.
Original languageEnglish
Publication statusPublished - Oct 2017
Externally publishedYes
Event48th Annual Conference of the Association for Consumer Research - Manchester Grand Hyatt Hotel, San Diego, United States
Duration: 26 Oct 201729 Oct 2017


Conference48th Annual Conference of the Association for Consumer Research
Country/TerritoryUnited States
CitySan Diego


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