“…Customers engaged in phantom acceptance may be willing to risk stigma transfer if their personal costs of keeping secret a connection to a stigmatized industry outweigh the benefits from hiding. Concealing involvement with a stigmatized industry from family, friends, and colleagues can generate economic costs from spending time and resources to travel to locations remote from places of residence and work (Wolfe and Blithe, 2015), as well as safety-related costs of venturing into dangerous neighborhoods (Wickes and Hipp, 2018) and buying unsafe products online. Other costs of keeping a secret include the psychological burden of heightened distress (Sedlovskaya et al, 2013), self-regulatory depletion (Critcher and Ferguson, 2014), and shame (Tracy and Robins, 2006), as well as social costs of feeling isolation and loneliness (Slepian, Halevy, and Galinsky, 2019).…”