Social Crowding Versus Spatial Crowding: Differential Influences on Customers’ Preference For Anthropomorphized Self-Service Technologies

We predict that customers are less likely to prefer anthropomorphized self-service technologies when they attribute the crowded environment to social reasons rather than spatial reasons due to a social withdrawal tendency. We test our predictions with a pilot study and four experiments, including a field experiment with actual transactional data.



Citation:

Lili Wenli Zou, Echo Wen Wan, and Chi Kin (Bennett) Yim (2017) ,"Social Crowding Versus Spatial Crowding: Differential Influences on Customers’ Preference For Anthropomorphized Self-Service Technologies", 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.

Authors

Lili Wenli Zou, The Chinese University of Hong Kong, China
Echo Wen Wan, University of Hong Kong, China
Chi Kin (Bennett) Yim, University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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