Social Crowding and Consumer Reactance Toward Service Providers

Linying Fan, Hong Kong Polytechnic University, Hong Kong
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Two experiments revealed that a crowded environment increase consumers’ reactance toward service providers who are perceived as warm and caring, compared with consumers in uncrowded environments. Moreover, this effect of crowding on reactance toward warm service providers is mediated by a heightened desire for social distance from others.
[ to cite ]:
Linying Fan and Yuwei Jiang (2016) ,"Social Crowding and Consumer Reactance Toward Service Providers", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 730-730.