Hiding in the Crowd: Preference For Diversity in Competition

This research uncovers a novel preference in competitor choices: consumers prefer to compete with diversified over homogenous competitors, even when competing with diversified others entails a lower chance to win. We attribute this tendency to the motivation to reduce the salience of one’s disadvantages and provide supporting evidence.


Ying Zeng, Jiajia Liu, and Jingyi Lu (2021) ,"Hiding in the Crowd: Preference For Diversity in Competition", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 288-288.


Ying Zeng, University of Toronto
Jiajia Liu, Peking University
Jingyi Lu, East China Normal University


NA - Advances in Consumer Research Volume 49 | 2021

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