16K the Interplay of Social Crowding and Self-Construal in Unethical Behavior

Based on self-construal theory, we propose that social crowding triggers the unethical behavior of independent consumers though the perception of being threatened, whereas it restrains the unethical behavior of interdependent consumers through the perception of being watched.


Yunjia Chi, Fue Zeng, and Wenli Zou (2019) ,"16K the Interplay of Social Crowding and Self-Construal in Unethical Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 964-964.


Yunjia Chi, Huazhong Agricultural University, China
Fue Zeng, Wuhan University, China
Wenli Zou, The Chinese University of Hong Kong Shenzhen, China


NA - Advances in Consumer Research Volume 47 | 2019

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