Conservative When Crowded: How Social Crowding Leads to Safety-Oriented Choices

Ahreum Maeng, University of Wisconsin - Madison, USA
Dilip Soman, University of Toronto, Canada
Robin Tanner, University of Wisconsin - Madison, USA
Might the crowdedness of store affect individuals’ choices? We show that social crowdedness leads individuals to show a greater preference for safety-oriented options and increases receptivity towards preventing-loss framed messages. We argue that this phenomenon results from a prevention focus automatically induced by social crowding.
[ to cite ]:
Ahreum Maeng, Dilip Soman, and Robin Tanner (2012) ,"Conservative When Crowded: How Social Crowding Leads to Safety-Oriented Choices", 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: 686-687.