THE ROLE OF FEAR IN CHANGING CONSUMERS' RESPONSES TO SOCIAL DENSITY

摘要

Analysis of covariance (ANCOVA) indicated that the effects of social density on consumers' interest in a store and intentions to browse a store differ contingent on consumers' level of fear, thus supporting the role of fear as a moderator of the effects from social density on consumers' responses. Participants in the fear condition showed more interest and higher browsing intentions in a socially dense store than participants in the control condition.