Context Effects in Word-Of-Mouth Communications: the Effect of Crowdedness on Social Transmission

Irene Consiglio, Erasmus University Rotterdam, The Netherlands
Matteo De Angelis, Luiss University, Italy
Michele Costabile, Luiss University, Italy
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.
[ to cite ]:
Irene Consiglio, Matteo De Angelis, and Michele Costabile (2015) ,"Context Effects in Word-Of-Mouth Communications: the Effect of Crowdedness on Social Transmission", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 453-454.