...Huijie Zhu; Shichang Liang; Wenrong Chen; Jing Yu; Xuanyu Chen Purpose This study aims to examine how social crowding influences individuals' assortment size preferences and to identify its boundary conditions, thereby providing a theoretical foundations and practical guidance for firms...

... affect showrooming and also consider the consumer mindset as a moderator. Design/methodology/approach This research undertakes three experimental designs to investigate how the push (i.e. assortment size), pull (i.e. price discount), and mooring (i.e. sunk cost) factors influence consumers...