题目：Hiding in the Crowd: Secrecy Compels Consumer Conformity
演讲者：贺冬锦，香港理工大学
时间：10月17日，15：00 — 16：30
地点：商学院武东路小区106
摘要：This research investigates how the experience of secrecy affects consumers’ consumption behavior. Ten studies reveal that secrecy increases consumers’ tendency to conform in their consumption, and show that this effect is driven by the desire to avoid social attention. This effect of secrecy on consumer conformity is moderated by consumers’ sense of the amount of attention that others pay to them, their perceived self-control capacity, and whether the product is used in a private or public context.