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Keywords: Secret consumption
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Journal Articles
What drives or inhibits consumers' preference to consume quietly?
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2023) 35 (11): 2666–2681.
Published: 08 May 2023
...Sigen Song; Hengqin Wang; Cheng Lu Wang Purpose Secret consumption refers to consumption of a product in a private situation, with the intent or behavior of hiding the consumption from others. This study contributes to the secret consumption literature by identifying the antecedents of secret...
