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.
Citation:
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.
Authors
Ying Zeng, University of Toronto
Jiajia Liu, Peking University
Jingyi Lu, East China Normal University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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