讲座题目：Secrecy and Consumer Behavior
Dr. Jiang is a Professor of Marketing at the Hong Kong Polytechnic University. His research interests include visual marketing, social influences on consumer behavior, subjective experiences and psychological resources. Dr. Jiang’s research has appeared in top-tier academic journals, such as the Journal of Personality and Social Psychology, Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Strategic Management Journal, Organizational Behavior and Human Decision Processes, Journal of the Association for Consumer Research, Journal of Experimental Social Psychology, and Consumer Psychology Review. He serves as an associate editor for the Journal of Consumer Psychology and a guest associate editor and editorial board member for the Journal of Consumer Research. Dr. Jiang was awarded the Best Paper Award of the La Londe International Research Conference in Marketing in 2017, the Marketing Science Institute (MSI) Young Scholar in 2015, and the AMA-Sheth Doctoral Consortium Fellow in 2008. Dr. Jiang holds a BA in Economics from the University of International Relations, China, both an MSc in Economics and a PhD in Marketing from the Hong Kong University of Science and Technology (HKUST).
Despite the growing academic attention paid to secrecy in the psychology field, a more systematic investigation is needed of the antecedents and consequences of secrecy as well as the psychological mechanism underlying its impact on consumers. This talk covers two ongoing research projects investigating how the experience of secrecy affects consumers’ consumption behavior. As the first to investigate the relationship between secrecy, consumer conformity, and choice regret, and the distinct mechanisms driving these effects, these two research projects provide important contribution to the literature on secrecy, consumer conformity, and choice satisfaction.