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
Understanding Organ Donation: Discourses of Embodied Recycling
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Samantha Warren, Car
Why Do People Who Have More Enjoy Horror More?
Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore
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