The Effect of Social Crowding on Consumers' Symbolic Product Consumption Propensity

As the global population grows, social congestion—characterized by high population density and discomfort such as anxiety and stress—has become increasingly prevalent. This state threatens individuals' psychological well-being by blurring self-boundaries and undermining the clarity of their self-concept. To cope, consumers turn to symbolic consumption, using products not only to fulfill material needs but also to express their identity and status. Unique products, in particular, serve as symbolic tools that allow individuals to assert their personality, enhance self-concept clarity, and satisfy their heightened demand for self-expression. This study investigates the relationship between social congestion and unique consumption tendencies, proposing that social congestion increases the demand for unique products as a form of self-expression. Through an experiment, two hypotheses are tested: the main effect of social congestion on symbolic and unique consumption, and the mediating role of self-expression needs in this relationship.