The effect of environmental crowdedness on word-of-mouth

Real-time information sharing on social media is very common, and consumers often share information while they are in crowded places (e.g., stores, coffee shops). We investigate whether varying levels of crowdedness influence consumers’ propensity to share information. We propose that more (vs. less) crowded places make consumers experience a loss of perceived control, which makes them more likely to engage in word-of-mouth in order to restore it. We test this hypothesis in a variety of settings. We demonstrate that crowdedness increases the likelihood of sharing information with others and that chronic need for control moderates this effect. Moreover, the effect of crowdedness on information sharing is attenuated when participants have an alternative means to restore control. Finally, perceived control mediates the effect of crowdedness on information sharing, and this indirect effect is moderated by reactance, a trait that increases motivation to restore control.