The Upside of Social Crowding on Consumer Product Preference

Across five experiments, we show that feeling socially crowded in a store makes consumers infer the overall availability of the product class they intend to purchase from as low, thus increases sales of consumers’ favorite item. We also identify three managerially relevant moderators that may moderate this effect.


Ying Ding, Meng Zhu, and Echo Wen Wan (2017) ,"The Upside of Social Crowding on Consumer Product Preference", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 243-247.


Ying Ding, Renmin University of China, China
Meng Zhu, Johns Hopkins University, USA
Echo Wen Wan, University of Hong Kong, China


NA - Advances in Consumer Research Volume 45 | 2017

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