Keywords: Material purchase
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Journal Articles

Too many people, too many choices? How social crowding shapes consumer preferences for assortment size

Huijie Zhu, Shichang Liang, Wenrong Chen, Jing Yu, Xuanyu Chen
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics 1–17.
https://doi.org/10.1108/APJML-11-2025-2407
Published: 20 July 2026
... of purchase type (material vs. experiential). Findings Results showed that social crowding increased individuals' preference for smaller assortments (vs. larger assortments), and this effect was mediated by ego depletion. Furthermore, purchase type moderated this effect: in material purchase conditions...
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Includes: Supplementary data
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