How Crowdedness Enhances Consumers’ Healthy Lifestyle

Social crowdedness is ubiquitous and has important implications for marketers. This research demonstrates that in a crowded environment, consumers are more likely to engage in health-improving consumption, which can boost their immune system and thus make themselves less vulnerable to contagious diseases that become more salient under crowdedness.



Citation:

Wanyi Zheng, He (Michael) Jia, and Echo Wen Wan (2020) ,"How Crowdedness Enhances Consumers’ Healthy Lifestyle", 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: 1209-1209.

Authors

Wanyi Zheng, University of Hong Kong, China
He (Michael) Jia, University of Hong Kong, China
Echo Wen Wan, University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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