The Shape of Crowding: the Impact of Social Crowding on Shape Preference

The present research suggests that social crowding induces need for belongingness, and then increases preference for circular shapes. Moreover, the effect of social crowding on preference for circular shape only occurs when individuals think high of belongingness and when the component of crowding is outer group.


Ruiqin Li (2021) ,"The Shape of Crowding: the Impact of Social Crowding on Shape Preference", 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: 920-920.


Ruiqin Li, Renmin Business School, Renmin University of China


NA - Advances in Consumer Research Volume 49 | 2021

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