Social Context As Price Information: Social Density, Status Inferences, and Object Valuations

Ahreum Maeng, University of Wisconsin - Madison, USA
Thomas O'Guinn, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA
This research explores consumer’s product valuation in the context of the crowdedness of the store. We demonstrate that consumers in crowded (vs. uncrowded) stores estimate products as being of less value, and recall them as more expensive after delay. Inferences of the social class of shoppers mediates this effect.
[ to cite ]:
Ahreum Maeng, Thomas O'Guinn, and Robin Tanner (2012) ,"Social Context As Price Information: Social Density, Status Inferences, and Object Valuations", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 724-724.