Secret consumer behaviors in close relationships

Abstract

Although close relationships are often characterized by openness and disclosure, in the present research, we propose that there are times when individuals choose not to tell close others about their consumer behavior, keeping it a secret. For example, one partner may eat a candy bar on the way home from work, hide a package that was delivered to the house, or hire a cleaning service and not tell the other partner. We theorize that this type of consumer behavior is both common and mundane. That is, the consumption itself is minor—and has likely been done with the partner's knowledge in the past—but is being intentionally kept from the partner. We further investigate whether such behavior has downstream effects on the relationship, despite its mundaneness. Five studies support our conceptualization of secret consumer behaviors in close relationships and illustrate one consequence: guilt from secret consumption leads to greater relationship investment. This research explores a common, yet understudied, area of consumer behavior and highlights areas for future research. Thus, we contribute to the literature by being the first work to examine emotional, behavioral, and relational aspects of secret consumer behavior.

What drives or inhibits consumers' preference to consume quietly?

“…Secret consumption does not only reflect a low intention of product sharing, but also an unwillingness to share information in public situations or tell others, including partners, about family relations (Brick et al, 2023). Secret consumption is, therefore, negatively associated with self-disclosure because individuals choose to consume a product in a private setting.…”

“…Secret consumption does not only reflect a low intention of product sharing, but also an unwillingness to share information in public situations or tell others, including partners, about family relations (Brick et al. , 2023).…”

“…Conventional wisdom assumes that secret behaviors, including consumption, can be harmful to family relationship (as they imply hiding something behind others or a cheating intention). However, there is counterintuitive evidence that suggests secret consumption may also benefit a close relationship, and this is because the guilt that arises from secret consumption leads to investment in the close relationship (Brick et al. , 2023).…”

“…However, the marketing literature largely overlooks the possibility that consumers may also enjoy secret consumption, which refers to consumption of a product in a private situation, with the intent or behavior of hiding the consumption from others (Rodas and John, 2020) or just not telling them (Brick et al, 2023). In marketing practice, "secret effect" advertising is sometimes used to arouse consumer interest in, and desire for, the product.…”

Kaleidoscope

“…We know you have, we all do; but does it ‘matter’? Brick et al report on so called ‘secret consumer behaviours’ in close relationships 7 . They start off with examples of secretly eating a chocolate bar on the way home for work or hiding a delivered package of rather expensive online impulse purchases.…”