The current research examines the relationship between crowding and consumers’ responsiveness to sales promotions. Six studies show that the experience and feeling of crowdedness reduce the impact of sales promotions, demonstrating that consumers’ product/service purchase intention changes to a lesser extent in response to such promotions. This effect is found to be driven by consumers shifting their attention from the external environment to their internal feelings and thoughts when experiencing crowdedness. As a result, consumers rely more on their internal feelings and thoughts than on external cues in judgment, and consequently their purchase intention becomes less susceptible to external sales promotion information. In addition, this effect is found to be attenuated in situations where product attitudes are detached from consumers’ own preferences, such as in the context of gift choices, and when the experience of crowding is not aversive (e.g., watching an exciting football game in a bar).

当前的研究探讨了拥挤与消费者对促销的反应之间的关系。六项研究表明，拥挤的体验和感觉会降低促销的影响，表明消费者的产品/服务购买意愿对此类促销的反应程度较小。研究发现，这种效应是由于消费者在经历拥挤时将注意力从外部环境转移到内部感受和想法而产生的。因此，消费者更多地依靠自己的内心感受和想法而不是外部线索进行判断，因此他们的购买意愿不太容易受到外部促销信息的影响。此外，