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http://hdl.handle.net/10397/95739
Title: | Hiding in the crowd : secrecy compels consumer conformity | Authors: | He, D Jiang, Y Gorn, GJ |
Issue Date: | Apr-2022 | Source: | Journal of consumer research, Apr. 2022, v. 48, no. 6, p. 1032-1049 | 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. | Keywords: | Attention avoidance Consumer conformity Secrecy Self-control Social attention |
Publisher: | Oxford University Press | Journal: | Journal of consumer research | ISSN: | 0093-5301 | EISSN: | 1537-5277 | DOI: | 10.1093/jcr/ucab036 | Rights: | © The Author(s) 2021. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved. This is a pre-copyedited, author-produced PDF of an article accepted for publication in Journal of Consumer Research following peer review. The version of record Dongjin He, Yuwei Jiang, Gerald J Gorn, Hiding in the Crowd: Secrecy Compels Consumer Conformity, Journal of Consumer Research, Volume 48, Issue 6, April 2022, Pages 1032–1049 is available online at: https://doi.org/10.1093/jcr/ucab036. |
Appears in Collections: | Journal/Magazine Article |
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He_et_al_2022_JCR.pdf | Pre-Published version | 832.93 kB | Adobe PDF | View/Open |
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