The Influence of Social Crowding on Brand Attachment

Xun (Irene) Huang, Zhongqiang (Tak) Huang, Robert S WyerJr, Darren DahlEditor and JoAndrea HoeggAssociate Editor

Journal of Consumer Research, 2018, vol. 44, issue 5, 1068-1084

Abstract: Feeling crowded in a shopping environment can decrease consumers’ evaluations of a product or service and lower customer satisfaction. However, the present research suggests that a crowded environment can sometimes have a positive impact on consumer behavior. Although feeling crowded motivates consumers to avoid interacting with others, it leads them to become more attached to brands as an alternative way of maintaining their basic need for belongingness. The effect does not occur (a) when the crowding environment is composed of familiar people (and, therefore, is not considered aversive); (b) when individuals have an interdependent self-construal (and consequently, high tolerance for crowdedness); (c) when people are accompanied by friends in the crowded environment; (d) when the social function of the brands is made salient; (e) when people have never used the brand before; or (f) when the brand is referred to as a general product rather than a specific brand.

Keywords: social crowdedness; brand attachment; avoidance of social interaction; need for belongingness (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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