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Title       Exploring Crowding Effects on Collectivists' Emotions and Purchase Intention of Durable and Non-Durable Goods in East Asian Night Markets.

Source      Journal of International Consumer Marketing, Vol. 20, Issue 1, 2007, p. 5-18

Journal     Journal of International Consumer Marketing

Author      Couchen Wu
            Chi-Cheng Luan
            1
Publisher   Department of Business, Administration, National Taiwan University of Science and Technology

ISSN        0896-1530

            MARKETS
            MARKETING strategy
            CONSUMER goods
            COMMERCIAL products
            MARKETING
Keyword     CROWDING stress, collectivists
            Crowding
            durable goods
            emotion
            non-durable goods
            purchase intention

            For document availabilitiy,please contact:
            Central Library UTCC
Note
            Contact: Information Service for Education and Research Department
            Tel:      662 697-6260
            Email: library@utcc.ac.th
            URL:      http://library.utcc.ac.th
            In East Asia, consisting of societies strongly collectivist in nature, a marketing style called the "night market"—essentially a large bazaar which
            can cover many city blocks—is very successful in spite of the notable crowding and limited space. Although there has been research on
            crowding in store environments in Western societies, that demonstrated the negative role of crowding stimuli in consumer response, given the
            long-standing success of night markets in East Asia, those findings are obviously not universal. Hence, the purpose of this research is to
Abstract    investigate crowding effects in a collectivist culture and shed light on why these night markets can be so successful. This research devises two
            experiments to look for causal congruencies in Taiwanese night markets. Each experiment is in line with one product type—durable or non-
            durable—for specific products which one commonly finds in Asian night markets. The results indicate that shoppers have different responses to
            crowding stimuli with respect to each of these types. The results provide new findings and offer useful insights for marketers as they formulate
            marketing strategies, particularly involving environmental design and considerations of product type in collectivist cultures.

				
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posted:8/8/2011
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