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The Influence of Social Crowding on Brand Attachment

Xun (Irene) Huang¹; Zhongqiang (Tak) Huang²; Robert S. Wyer³

¹ Nanyang Business School, Nanyang Technological University, 50 Nanyang Avenue, 639798 Singapore, and an ACI Fellow at the Institute on Asian Consumer Insight, hosted by Nanyang Technological University · ² School of Business, University of Hong Kong, Pokfulam, Hong Kong · ³ Chinese University of Hong Kong during the period in which this research was completed and is now associated with the Department of Marketing at Lindner College of Business, University of Cincinnati, Cincinnati, OH 45221, USA

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.

DOI

10.1093/jcr/ucx087

Volume

44 (5)

Pages

1068-1084

Language

en

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