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.
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.
Jiaqi Zhong, Renmin University of China
Ying Ding, Renmin University of China
NA - Advances in Consumer Research Volume 47 | 2019
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