Honors Theses and Capstones

Date of Award

Spring 2021

Project Type

Senior Honors Thesis

College or School




Program or Major

Business Administration, Marketing

Degree Name

Bachelor of Science

First Advisor

Danielle Brick


Relationships created between brands and consumers are very important to establish loyalty and ensure repeat purchases. Our research examines the different ways that brands can help consumers keep their purchases a secret and how these methods help to develop relationships with the consumers. We also examine how the different secrecy methods affect feelings linked to the brand, such as, guilt, satisfaction, and more. We hypothesize that the secrecy methods which lead a consumer to feelings of guilt will directly correlate with feelings of dissatisfaction with their purchase and a higher connection with the brand. We find that although consumers link feelings of guilt to the different secrecy methods that brands offer, it does not influence the consumer’s satisfaction of their purchase or their connection the brand.

Included in

Marketing Commons