9H the Influence of Crowding Perception on Consumers’ Money Donation Behavior: the Mediation of Self-Expression

Three experiments’ results reveal that participants in crowding (vs. non-crowding) surroundings are more incline to donate money and have a higher monthly and annual donation amount. Consumers’ self-expression need is much stronger in crowding (vs. non-crowding) surroundings, which driven consumer to be more likely response the money donation appeal.



Citation:

Qingqing Guo and Bing Han (2019) ,"9H the Influence of Crowding Perception on Consumers’ Money Donation Behavior: the Mediation of Self-Expression", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 971-971.

Authors

Qingqing Guo, Shanghai Jiao Tong University, China
Bing Han, Shanghai Jiao Tong University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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