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.
|Publication status||Published - Oct 2017|
|Event||48th Annual Conference of the Association for Consumer Research - Manchester Grand Hyatt Hotel, San Diego, United States|
Duration: 26 Oct 2017 → 29 Oct 2017
|Conference||48th Annual Conference of the Association for Consumer Research|
|Period||26/10/17 → 29/10/17|