3G the Impact of Social Crowding on Consumer Preference For High Visual Contrast Products

Across a set of six experiments, we show that social crowding will enhance consumers’ need for a boundary between self and others, thus make them prefer for high visual contrast products. Furthermore, our results also document that this effect is contingent upon gradient color and perceived familiarity of other consumers.


Chen Yang, Echo Wen Wan, and Ying Ding (2019) ,"3G the Impact of Social Crowding on Consumer Preference For High Visual Contrast Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 999-999.


Chen Yang, Renmin University, China
Echo Wen Wan, University of Hong Kong, China
Ying Ding, Renmin University of China


NA - Advances in Consumer Research Volume 47 | 2019

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