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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Thomas Gilovich, Cornell University, USA
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