The Influence of Social Crowdedness and Competitiveness on Status Consumption
Prior research suggests that people perceive physical threats and prefer safety products in a crowded environment. This research shows that competitive consumers instead perceive social threats in a crowded environment, which increases their preference for status consumption as a means to redress the perceived social threats.
Lijun Zhang and Yee Ling (2019) ,"The Influence of Social Crowdedness and Competitiveness on Status Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 938-939.
Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore
NA - Advances in Consumer Research Volume 47 | 2019
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