African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4164

Table of Content: August 2022; 16(8)

August 2022

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

This study explores the impact of social crowding on color saturation preference and its internal psychological mechanism. In three studies (333 subjects), two different stimuli are used to manipulate the level of social crowding to probe into individuals' preference for product color saturation in socially crowded settings. The findings reveal that in socially crowded environments, individuals prefer products with...

Author(s): Chen Xi and Li Jingying