Does a Crowded Store Lead to a Crowded Mind? Crowding and Mental Construal of Product Features

Ahreum Maeng, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA
We propose that the social crowdedness of an environment influences how consumers construe their surroundings. Four studies support this idea and demonstrate that individuals in crowded environments tend to rely on concrete low-level construals, while those in less crowded environments utilize more abstract high-level construals.
[ to cite ]:
Ahreum Maeng and Robin Tanner (2011) ,"Does a Crowded Store Lead to a Crowded Mind? Crowding and Mental Construal of Product Features", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 561-562.