A Conceptualization of Motives to Seek Privacy for Nondeviant Consumption

Consumer research has emphasized self‐presentational aspects of consumption. People display possessions to communicate information about themselves and are expected to conceal possessions and activities which are generally regarded as deviant. This article focuses on concealment of purchase, use, possession, and consumption of nondeviant products, experiences, and services. Qualitative data suggest that consumers seek privacy to enhance the quality of the consumption experience, to avoid interference from disapproving reference groups, and to resolve cognitive discomfort associated with self‐discrepancy. Several important directions for further research emerge.