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The density–satisfaction relationship revisited: The role of scarcity and consumers affective reactions in a crowded retail situation
Institution:1. Université Laval, Québec QC, Canada G1K 7P4;2. Kedge Business School, Marseille, France;3. University of Calgary, Calgary, AB Canada T2N 1N4;4. Concordia University, Montreal, QC, Canada H3G 1M8;1. Department of Marketing & Management, College of Business & Entrepreneurship, Texas A&M University, Commerce, TX 75428, USA;2. School of Business, Montclair State University, Montclair, NJ 07043, USA;3. Lubar School of Business, University of Wisconsin, Milwaukee, WI 53201, USA;1. College of Business Administration, Capital University of Economics and Business, China;2. School of Management, Tianjin University of Technology, China;3. Business School, Nankai University, China;1. Hospitality Management Department, Pennsylvania State University, USA;2. Pennsylvania State University School of Hospitality Management,USA;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road Tsim Sha Tsui East, Kowloon, Hong Kong;2. School of Hospitality Management, The Pennsylvania State University, 201 Mateer Building University Park, PA 16802, United States;3. School of Hospitality Management, The Pennsylvania State University, 201 Mateer Building University Park, PA 16802, United States;4. Beijing Union University, Beijing, China
Abstract:This article examines how individuals react in crowded utilitarian settings and investigates the specific role of scarcity in the density–dissatisfaction relationship. This paper also highlights the mediating role of affective states (i.e. positive and negative) in determining consumers' satisfaction or dissatisfaction in these contexts. The results suggest that the scarcity of the situation can reduce the extent to which consumers perceive negative experiences in a dense retail situation. In addition, it supports the critical role played by affective states in mediating the relationship between density perceptions and negative reactions. The article provides potential explanations and managerial insights on how managers can deal with crowding in diverse retail and services situations.
Keywords:Crowding  Density  Expectations  Dissatisfaction  Scarcity
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