“…Furthermore, the need for a better social and psychological understanding of crowding issues is reinforced by the daily challenges of urban and crowded lives (Sinha & Nayyar, 2000). Finally, although research on crowding has, in recent years, benefited from important developments in sociology and psychology (Brierley & Newell, 1998;Evans, Rhee, Forbes, Allen, & Lepore, 2000;Felmlee & Sprecher, 2000;Stott & Drury, 2000), the marketing field has yet to integrate most of these findings in a commercial setting. Indeed, several gaps in the business literature call for a deeper analysis of crowd-related issues.…”