"In our study, we found that 90% of people have recently kept everyday consumer behaviors a secret from a close other — like a friend or spouse — even though they also report that they don't think their partner would care if they knew about it," says co-lead study author Kelley Gullo Wight, an assistant professor of marketing at the Kelley School, in a university release. Do you keep your "everyday consumer behaviors" a secret from your partner?

Ultimately, researchers found that "secrets about mundane consumption," like sneaking in an extra slice of pizza or skipping ahead in a TV show, often result in slight feelings of guilt that encourage the secret-keeper to invest more in their relationship. Have you ever done the following in a relationship?

If you have ever done the above, did you feel guilty which lead to a greater relationship investment? According to the study, examples of "greater relationship investment" may include spending more money and time planning the perfect Valentine's Day date or being willing to watch a partner's favorite movie — even though they don't like it.