The Impact of Social Crowding on Consumers’ Sensitivity to Price Magnitude

Crowding is a widely observed phenomenon. Through a correlational study and two experiments, the research provides evidence suggesting consumers are less sensitive to the magnitude of service prices and reveals the underlying mechanism of reliance on feelings (vs. cognitions) when making judgments in the more (vs. less) crowded conditions.


Yuansi Hou and Ke Zhang (2020) ,"The Impact of Social Crowding on Consumers’ Sensitivity to Price Magnitude", 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: 1198-1198.


Yuansi Hou, Queen Mary University of London
Ke Zhang, Shanghai University, China


NA - Advances in Consumer Research Volume 48 | 2020

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