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 MoreFeatured
People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making
Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, USA
Featured
Communicate Healthiness Through Indirect Measures: The Effect of Food in Motion Figure on the Perceived Healthiness of Food
Moty Amar, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Aner Tal, Ono Academic College (OAC)
Featured
The Impact of Implicit Rate of Change on Arousal and Subjective Ratings
James A Mourey, DePaul University, USA
Ryan Elder, Brigham Young University, USA