The Curvilinear Effect of Crowdedness on Consumer Misbehavior

We show that consumers are more likely to misbehave (e.g., steal soda) when the level of crowdedness increases from low to moderate, yet less likely to do so when the level of crowdedness increases from moderate to high. We propose that a shift of crowd construal underlies this effect.



Citation:

Eunyoung Camilla Song, Yanping Tu, and Szu-chi Huang (2019) ,"The Curvilinear Effect of Crowdedness on Consumer Misbehavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 286-290.

Authors

Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Szu-chi Huang, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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