The Impact Of Social Density On Consumers' Preference For High Resource-Oriented Products

With the continuous growth of the population in human society,the social density is also constantly changing and improving.Social density is a very important characteristic of the social environment,and people exist in a certain social density environment all the time.In different social environments,such as in different places of consumption,social density also varies.Social density is one of the important factors affecting consumers' consumption experience and behavior.Research on social density can also help enterprises and businesses better understand consumers' needs and behavior preferences.Because the high social density environment is more likely to trigger individuals to compare and compete with others,this tendency leads individuals to desire more resources or perform better.Although some studies have explored the impact of social density on consumer behavior,for example,high social density makes consumers more willing to share information with other,no studies have focused on how the above competitive arousal triggered by social density affects consumer behavior.Therefore,starting from this research gap in the existing literature,this study collates and summarizes the existing research on social density.Based on the theory of competitive arousal,this paper explores the impact of social density on consumers' preferences for high-resource-oriented products.This paper argues that,compared with low social density environment,high social density will lead to consumers' preference for high resource-oriented products;consumers' self-power will regulate this effect.Through five experimental studies,this paper finds that social density positively affects consumers' preferences for high resource-oriented products,while consumers' self-power negatively regulates the above-mentioned social density effects.In other words,for consumers with low self-power,social density has a greater positive impact on consumers' preferences for high resource-oriented products;compared with consumers with high self-power,social density has a smaller positive impact on consumers' preferences for high resource-oriented products.The empirical study also shows that the impact of social density on consumers' preferences for high resource-oriented products is aroused by consumers' perceived competitiveness.Based on the theories and literatures of psychology,consumer behavior and sociology,this study enriches the research on the social impact of consumer behavior by identifying new ways and ways of social density affecting consumer behavior,and provides relevant marketing suggestions and inspiration for businesses and enterprises.