Social Crowding and Consumer Reactance Toward Service Providers
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.
Citation:
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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 730-730.
Authors
Linying Fan, Hong Kong Polytechnic University, Hong Kong
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
K11. Effects of Emotional vs. Rational Thinking on Consumer Responses to Verbal Precision
Ann Kronrod, University of Massachusetts, USA
Guang-Xin Xie, University of Massachusetts Boston
Shai Danziger, Tel Aviv University, Israel
Featured
Scope Insensitivity in Debt Repayment
Daniel Mochon, Tulane University, USA
Nina Mazar, Boston University, USA
Dan Ariely, Duke University, USA
Featured
N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos
Fei Cao, Renmin University of China
Xia Wang, Renmin University of China