Not the Real Me! Effects of Secrecy on Consumers' Regret about Their Consumption Decisions

Many consumers have secrets that frequently preoccupy their minds. They may find themselves thinking about their secrets even outside of contexts where secret-keeping is relevant, such as during shopping activities. Previous research suggests that the impact of secret preoccupation on individuals' perceptions and behavior is significant. Thus, in the marketing context, it is very likely that secrecy will also have an impact on consumption choices and post-purchase attitudes or behaviors. This research investigates how the salience of secrecy affects consumers' self-perception and judgment of the consumption decisions they made. Five studies reveal that consumers have greater regret about the consumption decisions they made during the period when their secrets are salient (vs. not), and show that this effect is driven by perceived decision inauthenticity. The effect of secrecy salience on consumers' regret about their consumption decision is weakened when the decision was clearly driven by external incentives and when the decision was made for others.