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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 453-454.

Authors

Irene Consiglio, Erasmus University Rotterdam, The Netherlands
Matteo De Angelis, Luiss University, Italy
Michele Costabile, Luiss University, Italy



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

The Production and Consumption of Retro Brands Beyond Meaning Revival

Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada

Read More

Featured

Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions

Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA

Read More

Featured

L14. Christmas Decorations in September – What Happened to Halloween? The Effect of Prospective Event Markers on Time Perceptions and Attitudes Towards Promotions

Chaumanix Dutton, University of Southern California, USA
Kristin Diehl, University of Southern California, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.