Secret keeping spurs conformity consumption

Dongjin HE; Yijie WANG; Yuwei JIANG; Gerald GORN

Secret keeping spurs conformity consumption

Dongjin HE
, Yijie WANG
, Yuwei JIANG
, Gerald GORN

Research output: Other Conference Contributions › Presentation

Abstract

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 language	English
Publication status	Published - Oct 2017
Externally published	Yes
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

Conference	48th Annual Conference of the Association for Consumer Research
Country/Territory	United States
City	San Diego
Period	26/10/17 → 29/10/17

Cite this

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title = "Secret keeping spurs conformity consumption",

abstract = "This research shows that secret keeping increases consumers{\textquoteright} 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. ",

author = "Dongjin HE and Yijie WANG and Yuwei JIANG and Gerald GORN",

year = "2017",

month = oct,

language = "English",

note = "48th Annual Conference of the Association for Consumer Research ; Conference date: 26-10-2017 Through 29-10-2017",

}

TY - CONF

T1 - Secret keeping spurs conformity consumption

AU - HE, Dongjin

AU - WANG, Yijie

AU - JIANG, Yuwei

AU - GORN, Gerald

PY - 2017/10

Y1 - 2017/10

N2 - 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.

AB - 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.

UR - https://www.acrwebsite.org/volumes/1023856/volumes/v45/NA-45

M3 - Presentation

T2 - 48th Annual Conference of the Association for Consumer Research

Y2 - 26 October 2017 through 29 October 2017

ER -

Secret keeping spurs conformity consumption

Abstract

Conference

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