What drives or inhibits consumers' preference to consume quietly?

Abstract

PurposeSecret consumption refers to consumption of a product in a private situation, with the intent or behavior of hiding the consumption from others. This study contributes to the secret consumption literature by identifying the antecedents of secret consumption along with the explaining mechanism and boundary condition.Design/methodology/approachAn online study with experiment design was conducted to examine the impact of extroversion/introversion, self-presentation and product scarcity on secrete consumption.FindingsThe results show that consumer extraverted disposition and the self-presentation motive negatively influence secret consumption intention and suggest this relationship is explained by the self-presentation need. The findings also revealed that perceived product scarcity attenuated the negative impact of extraversion and self-presentation on secret consumption intention.Research limitations/implicationsThe findings provide interesting insights into advertising and retailing. In recognizing that secret consumption is a prevalent phenomenon in consumer behavior that may improve actual consumer product evaluation and preference, retailers or brand managers may encourage consumers to consume secretly.Originality/valueThis empirical study is a first attempt to explore the antecedents, mediating mechanism and boundary condition of consumer intention to engage in secrete consumption. The findings of the study provide important implication to theoretical development and managerial applications in advertising and retailing.