Safety Or Luxury: the Effect of Competitiveness on Consumer Preference in Social Crowding
Prior research suggests that people prefer safety products in crowded environments. This research contributes to the literature by examining the moderating effect of competitiveness. While people low in competitiveness prefer safety products, people high in competitiveness prefer status consumption over safety consumption in crowded environments.
Lijun Zhang and Yee Ling (2018) ,"Safety Or Luxury: the Effect of Competitiveness on Consumer Preference in Social Crowding", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 946-946.
Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore
NA - Advances in Consumer Research Volume 46 | 2018
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PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)
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Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
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Saerom Lee, University of Texas at San Antonio, USA
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