We study how the perceived crowdedness of the environment affects WOM sharing. We show that crowded places trigger feelings of lack of control which make consumers more likely to engage in WOM in order to restore control. This finding has relevant implications for real-time sharing on social media.
Consiglio, Irene; De Angelis, Matteo; Costabile, Michele. (2015). Context Effects in Word-of-Mouth Communications: The Effect of Crowdedness on Social Transmission. In Kristin Diehl and Carolyn Yoon (Eds.), Advances in Consumer Research - Advancing Connections (pp. 453-454). Association for Consumer Research. Isbn: 978-0-915552-00-9.
Context Effects in Word-of-Mouth Communications: The Effect of Crowdedness on Social Transmission
DE ANGELIS, MATTEO;COSTABILE, MICHELE
2015
Abstract
We study how the perceived crowdedness of the environment affects WOM sharing. We show that crowded places trigger feelings of lack of control which make consumers more likely to engage in WOM in order to restore control. This finding has relevant implications for real-time sharing on social media.
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