African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4194

Full Length Research Paper

The impact of social crowding on color saturation preference: The mediating role of threat to freedom and avoidance behavior

Chen Xi
  • Chen Xi
  • Business School, China University of Political Science and Law, Beijing, China.
  • Google Scholar
Li Jingying
  • Li Jingying
  • Business School, China University of Political Science and Law, Beijing, China.
  • Google Scholar


  •  Received: 12 April 2022
  •  Accepted: 10 August 2022
  •  Published: 31 August 2022

References

Anne KA, Arruda Felipe NTS, Maria Eliete da SS (2021). Color marketing: Consumer impulse strategy during COVID 19 pandemic. Journal of Global Economy, Business and Finance 9(9):463-469. Available at:

View

 

Batra RK, Ghoshal T (2017). Fill up your senses: A theory of self-worth restoration through high-intensity sensory consumption. Journal of Consumer Research 44(4):916-938.
Crossref

 

Cai D, Zhu L, Zhang W, Ding H, Wang A, Lu Y, Jin J (2021). The impact of social crowding on consumers' online mobile shopping: Evidence from behavior and ERPs. Psychology Research and Behavior Management 14:319-331.
Crossref

 

Chen R, Zheng H Y (2015). The Impact of loneliness on consumer preference of uncertain consumption: New products, product packaging and probabilistic promotions. Acta Psychologica Sinica 47(8):1067-1076.
Crossref

 

Consiglio I, De Angelis M, Costabile M (2018). The effect of social density on word of mouth. Journal of Consumer Research 45(3):511-528.
Crossref

 

Coskun M, Gupta S, Burnaz S (2019). Human crowding and store messiness: Drivers of retail shopper confusion and behavioral intentions. Journal of Consumer Behaviour 18(4):313-331.
Crossref

 

Ding Y, Gong X (2016). The influence of social exclusion on consumer preference for products with different textures and its underlying process. Acta Psychologica Sinica 48(10):1302-1313.
Crossref

 

Ding Y, Zhong JQ (2020). The effect of social crowding on individual preference for self-improvement products. Acta Psychologica Sinica 52(2):216-228.
Crossref

 

Elliot AJ, Maier MA (2012). Color-in-context theory. In Advances in experimental social psychology. Academic Press. pp. 61-125.
Crossref

 

Elliot AJ, Maier MA (2014). Color psychology: Effects of perceiving color on psychological functioning in humans. Annual Review of Psychology 65(1):95-120.
Crossref

 

Eroglu SA, Machleit K, Barr TF (2005). Perceived retail crowding and shopping satisfaction: The role of shopping values. Journal of Business Research 58(8):1146-1153.
Crossref

 

Eroglu SA, Machleit KA (1990). An empirical study of retail crowding: Antecedents and consequences. Journal of Retailing 66(2):201-221.

 

Feng WT, Wang LJ, Gao CX (2022). The influence of social crowding on consumers' preference for green products. Available at:

View

 

Gong X, Zhang H, Fan Y (2021). To conform or deviate? The effect of resource scarcity on consumer preference for minority-endorsed options. Journal of Business Research 122:437-446.
Crossref

 

Hagtved H, Brasel SA (2017). Color saturation increases perceived product size. Journal of Consumer Research 44(2):396-413.
Crossref

 

Hagtvedt H (2020). Dark is durable, light is user?friendly: The impact of color lightness on two product attribute judgments. Psychology and Marketing 37(7):864-875.
Crossref

 

Hayes AF (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: Guilford Press.

 

Hou Y, Zhang K, Li G (2021). Service robots or human staff: How social crowding shapes tourist preferences. Tourism Management 83:104242.
Crossref

 

Huang X, Huang Z, Wyer Jr RS (2018). The influence of social crowding on brand attachment. Journal of Consumer Research 44(5):1068-1084.
Crossref

 

Hui MK, Bateson JEG (1991). Perceived control and the effects of crowding and consumer choice on the service experience. The Journal of Consumer Research 18(2):174-184.
Crossref

 

Hwang J, Yoon SY, Bendle LJ (2012). Desired privacy and the impact of crowding on customer emotions and approach?avoidance responses. International Journal of Contemporary Hospitality Management 24(2):224-250.
Crossref

 

Jin XT, Huang ES, Xu W (2020). The double-edged sword effect of store crowding on in-store product sales-based on the mediation effect of product popularity and product uniqueness. China Business and Market 34(08):110-118. Available at:

View

 

Jing H, Zhengrong W, Dechun Y, Hongliang L (2018). Color Marketing Research: Review and Prospects. Foreign Economics and Management 40(10):40-53.

 

Jraissati Y, Slobodenyuk N, Kanso A, Ghanem L, Elhajj I (2016). Haptic and tactile adjectives are consistently mapped onto color space. Multisensory research 29(1-3):253-278.
Crossref

 

Kim S, Rucker DD (2012). Bracing for the psychological storm: Proactive versus reactive compensatory consumption. Journal of Consumer Research 39(4):815-830.
Crossref

 

Kim Y, S Kang (2021). Perceived crowding and risk perception according to leisure activity type during COVID-19 using spatial proximity. International Journal of Environmental Research and Public Health 18(2):457.
Crossref

 

Kunz S, Haasova S, Florack A (2020). Fifty shades of food: The influence of package color saturation on health and taste in consumer judgments. Psychology and Marketing 37(7):900-912.
Crossref

 

Labrecque LI, Milne GR (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science 40(5):711-727.
Crossref

 

Lee H, Deng X, Unnava HR, Fujita K (2014). Monochrome forests and colorful trees: The effect of black-and-white versus color imagery on construal level. Journal of Consumer Research 41(4):1015-1032.
Crossref

 

Levav J, Zhu R (2009). Seeking freedom through variety. Journal of Consumer Research 36(4):600-610.
Crossref

 

Lim D, Baek TH, Yoon S, Kim Y (2020). Colour effects in green advertising. International Journal of Consumer Studies 44(6):552-562.
Crossref

 

Maeng A, Tanner RJ, Soman D (2013). Conservative when crowded: Social crowding and consumer choice. Journal of marketing research 50(6):739-752.
Crossref

 

Marozzo V, Raimondo MA, Miceli G (2020). Effects of au natural packaging colors on willingness to pay for healthy food. Psychology and Marketing 37(7):913-927.
Crossref

 

Matherly T, Arens ZG, Arnold TJ (2018). Big brands, big cities: how the population penalty affects common, identity relevant brands in densely populated areas. International Journal of Research in Marketing 35(1):15-33.
Crossref

 

Morrison KR, Johnson CS (2011). When what you have is who you are: Self-uncertainty leads individualists to see themselves in their possessions. Personality and Social Psychology Bulletin 37(5):639-651.
Crossref

 

Moskalenko S, Heine SJ (2003). Watching your troubles away: Television viewing as a stimulus for subjective self-awareness. Personality and Social Psychology Bulletin 29(1):76-85.
Crossref

 

O'Guinn TC, Tanner RJ, Maeng A (2015). Turning to space: Social density, social class, and the value of things in stores. Journal of Consumer Research 42(2):196-213.
Crossref

 

Pomirleanu N, Gustafson BM, Bi S (2020). Ooh, that's sour: An investigation of the role of sour taste and color saturation in consumer temptation avoidance. Psychology and Marketing 37(8):1068-1081.
Crossref

 

Puzakova M, Kwak H (2017). Should anthropomorphized brands engage customers? The impact of social crowding on brand preferences. Journal of marketing 81(6):99-115.
Crossref

 

Shen L, Dillard JP (2005). Psychometric properties of the Hong psychological reactance scale. Journal of Personality Assessment 85(1):74-81.
Crossref

 

Stokols D (1972). On the distinction between density and crowding: Some implications for future research. Psychological Review 79(3):275-277.
Crossref

 

Sun HJ (2021). How do individuals cope self-threats with consuming behaviors? Analysis based on the orientation-path integration model. Advances in Psychological Science 29(05):921-935.
Crossref

 

Walters J, Apter MJ, Svebak S (1982). Color preference, arousal, and the theory of psychological reversals. Motivation and Emotion 6(3):193-215.
Crossref

 

Wang T, Zhou L, Peng CX (2011). A study on consumers' insecurity and nostalgia consumption behavior. Economic Management 33(1):83-92.

 

Worchel S, Teddlie C (1976). The experience of crowding: A two-factor theory. Journal of Personality and Social Psychology 34(1):30-40.
Crossref

 

Xu J, Shen H, Wyer RS (2012). Does the distance between us matter? Influences of physical proximity to others on consumer choice. Journal of Consumer Psychology 22(3):418-423.
Crossref

 

Zheng X, Baskin E, Peng S (2018). Feeling inferior, showing off: The effect of nonmaterial social comparisons on conspicuous consumption. Journal of Business Research 90:196-205.
Crossref