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.



Citation:

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.

Authors

Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Augmented Reality, Augmented Trust: How Augmented Reality Enhances Consumer Trust In Online Shopping

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO

Read More

Featured

How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College

Read More

Featured

R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands

Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.