16M Improve Yourself to Strive For More Space: Social Crowding Increases Preference For Self-Improvement Products

The results from two experiments and one secondary dataset suggest that social crowding would enhance consumers’ need for self-improvement, and thus increase preference for self-improvement products. Importantly, we further document that this effect would be moderated by competitive mindset and perceived social status mobility.

Citation:

Jiaqi Zhong and Ying Ding (2019) ,"16M Improve Yourself to Strive For More Space: Social Crowding Increases Preference For Self-Improvement Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1001-1001.