Do Majority and Minority Always Act Differently? How Relative Group Size Affects Utilitarian Consumption

This research investigates how relative group size affects consumers’ utilitarian consumption. We propose that consumers prefer utilitarian products more when they are situated in a relatively smaller group, which is mediated by the need for self-improvement. Two experiments are conducted to test our hypothesis.


Yu Jinjun, Yijie Wang, and Nakaya Kakuda (2020) ,"Do Majority and Minority Always Act Differently? How Relative Group Size Affects Utilitarian Consumption", 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: 1197-1197.


Yu Jinjun, City University of Hongkong
Yijie Wang, Hong Kong Polytechic University, China
Nakaya Kakuda, City University of Hong Kong, China


NA - Advances in Consumer Research Volume 48 | 2020

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