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- Publisher Website: 10.1007/s11747-023-00966-y
- Scopus: eid_2-s2.0-85167339751
- WOS: WOS:001044854200001
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Article: Stick to my guns: he impact of crowding on consumers’ responsiveness to sale promotions
Title | Stick to my guns: he impact of crowding on consumers’ responsiveness to sale promotions |
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Authors | |
Keywords | Crowding Internal focus Sales promotions |
Issue Date | 9-Aug-2023 |
Publisher | Springer |
Citation | Journal of the Academy of Marketing Science, 2023 How to Cite? |
Abstract | The current research examines the relationship between crowding and consumers’ responsiveness to sales promotions. Six studies show that the experience and feeling of crowdedness reduce the impact of sales promotions, demonstrating that consumers’ product/service purchase intention changes to a lesser extent in response to such promotions. This effect is found to be driven by consumers shifting their attention from the external environment to their internal feelings and thoughts when experiencing crowdedness. As a result, consumers rely more on their internal feelings and thoughts than on external cues in judgment, and consequently their purchase intention becomes less susceptible to external sales promotion information. In addition, this effect is found to be attenuated in situations where product attitudes are detached from consumers’ own preferences, such as in the context of gift choices, and when the experience of crowding is not aversive (e.g., watching an exciting football game in a bar). |
Persistent Identifier | http://hdl.handle.net/10722/331304 |
ISSN | 2023 Impact Factor: 9.5 2023 SCImago Journal Rankings: 7.194 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Fan, Linying | - |
dc.contributor.author | Huang, Zhongqiang | - |
dc.contributor.author | Chu, Xing-Yu | - |
dc.contributor.author | Jiang, Yuwei | - |
dc.date.accessioned | 2023-09-21T06:54:32Z | - |
dc.date.available | 2023-09-21T06:54:32Z | - |
dc.date.issued | 2023-08-09 | - |
dc.identifier.citation | Journal of the Academy of Marketing Science, 2023 | - |
dc.identifier.issn | 0092-0703 | - |
dc.identifier.uri | http://hdl.handle.net/10722/331304 | - |
dc.description.abstract | <p>The current research examines the relationship between crowding and consumers’ responsiveness to sales promotions. Six studies show that the experience and feeling of crowdedness reduce the impact of sales promotions, demonstrating that consumers’ product/service purchase intention changes to a lesser extent in response to such promotions. This effect is found to be driven by consumers shifting their attention from the external environment to their internal feelings and thoughts when experiencing crowdedness. As a result, consumers rely more on their internal feelings and thoughts than on external cues in judgment, and consequently their purchase intention becomes less susceptible to external sales promotion information. In addition, this effect is found to be attenuated in situations where product attitudes are detached from consumers’ own preferences, such as in the context of gift choices, and when the experience of crowding is not aversive (e.g., watching an exciting football game in a bar).</p> | - |
dc.language | eng | - |
dc.publisher | Springer | - |
dc.relation.ispartof | Journal of the Academy of Marketing Science | - |
dc.subject | Crowding | - |
dc.subject | Internal focus | - |
dc.subject | Sales promotions | - |
dc.title | Stick to my guns: he impact of crowding on consumers’ responsiveness to sale promotions | - |
dc.type | Article | - |
dc.identifier.doi | 10.1007/s11747-023-00966-y | - |
dc.identifier.scopus | eid_2-s2.0-85167339751 | - |
dc.identifier.eissn | 1552-7824 | - |
dc.identifier.isi | WOS:001044854200001 | - |
dc.identifier.issnl | 0092-0703 | - |