The Effect of Social Density on Word of Mouth

This research investigates whether a contextual factor—social density, defined as the number of people in a given area—influences consumers’ propensity to share information. We propose that high- (vs. low-) density settings make consumers experience a loss of perceived control, which in turn makes them more likely to engage in word of mouth to restore it. Six studies, conducted online as well as in laboratory and naturalistic settings, provide...