Abstract
This research investigates how secrecy (i.e., a state in which people have an active intention to conceal information from others) affects individuals' consumption behavior. Six studies reveal that making consumers' secrets salient increases their tendency to conform in their consumption and show that this effect is driven by the desire to avoid social attention. This effect is moderated by consumers' perceived self-control capacity. This research uncovers a novel downstream consequence of secrecy on consumer behavior and provides insight into when conforming consumption can serve as a strategy to help consumers avoid unwanted social attention. This research has important practical implications concerning using notions of secrecy in marketing strategies and promoting conforming products.
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 |
DOIs | |
Publication status | Published - 7 Jun 2022 |
Keywords
- attention avoidance
- consumer conformity
- secrecy
- self-control
- social attention
ASJC Scopus subject areas
- Business and International Management
- Anthropology
- Arts and Humanities (miscellaneous)
- Economics and Econometrics
- Marketing