The Impact of Social Crowding on Cross Sensory Products——Based on the Brand Alliance Perspective
This research defines the cross sensory product (CSP), which refers to the product with different sensory attributes provided by two or more co-brands in brand alliance and suggest that feeling crowded makes consumers need more arousal , which, in turn, makes them prefer cross sensory product.
Citation:
Yijun Zhao (2020) ,"The Impact of Social Crowding on Cross Sensory Products——Based on the Brand Alliance Perspective", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1241-1241.
Authors
Yijun Zhao, Renmin University of China
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals
Olya Bullard, University of Winnipeg
Featured
A2. A Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes
Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy
Featured
F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada