Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/78794
Title: Hiding in the crowd : why and when secrecy spurs consumer conformity
Authors: He, Dongjin
Advisors: JIANG, Yuwei 
GORN, Gerald 
Issue Date: 2018
Publisher: The Hong Kong Polytechnic University
Abstract: This research investigates how the experience of secrecy affects consumers’ consumption behavior. It is hypothesized that the experience of secrecy will increase consumers’ tendency to seek social conformity in their consumption, and this effect will be driven by the motivation to avoid social attention during secret-keeping. Furthermore, this effect is predicted to be moderated by consumers’ perceived self-control capacity, the usage occasion (public vs. private), and the user of the product (self vs. others). Five studies are planned to test these hypotheses.
Award: 2017-18 SCP Dissertation Proposal Competition (Honorable Mention)
URI: http://hdl.handle.net/10397/78794
Rights: All rights reserved.
Appears in Collections:Outstanding Work by Students

Files in This Item:
File Description SizeFormat 
SCP_proposal_Dongjin_He_revised.pdfFor PolyU Users (NetID login required)261.3 kBAdobe PDFView/Open
Show full item record
PIRA download icon_1.1View/Download Contents

Page view(s)

77
Citations as of Dec 10, 2018

Download(s)

4
Citations as of Dec 10, 2018

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.