人だかりの大きさとインセンティブのあいまいさが通行者の参入に及ぼす効果
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概要
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This study dealt with' the drawing power of crowds (Milgram, Bickman, & Berkowitz, 1969) ', and examined the effects of the size of stimulus crowds and vagueness of incentive on the joining behavior of people passing by. Three hundred and five university students participated in the video-simulated experiment and rated their intention of joining the crowds. The results were as follows: When incentives were vague, as was suggested by Milgram, et. al. (1969), as the size of stimulus crowds were increased a greater proportion of subjects were drawn into the crowds. On the other hand, when incentives were clear, the size of crowds had no influence on the subjects' responses. Finally, the applications of these results for sales promotion settings were discussed.