What drives or inhibits consumers' preference to consume quietly?

What is it about?

Secret consumption refers to consumption of a product in a private situation, with the intent or behavior of hiding the consumption from others. This research makes important contributions to the secret consumption literature by identifying the antecedents of secret consumption along with the explaining mechanism and boundary condition. The 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.

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