ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Self-Disclosure Asymmetry in Online Communities: a Challenge of Demographic Diversity Cornelia (Connie) Pechmann, University of California Irvine, USA Kelly EunJung Yoon, University of California Irvine, USA Denis Trapido , University of Washington Bothell, USA Judith J. Prochaska, Stanford University, USA We explored how self-disclosure of demographic differences enhances overall engagement and goal attainment among community members within the context of Twitter-based smoking cessation community. We examined whether inhibited self-disclosure may help to explain why goal-oriented online communities with unfamiliar and demographically dissimilar members often experience weak ties. [to cite]: Cornelia (Connie) Pechmann, Kelly EunJung Yoon, Denis Trapido , and Judith J. Prochaska (2017) ,"Self-Disclosure Asymmetry in Online Communities: a Challenge of Demographic Diversity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 807- 808. [url]: http://www.acrwebsite.org/volumes/1023739/volumes/v45/NA-45 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.