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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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