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 t...

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Veröffentlicht in:	The Journal of consumer research 2018-10, Vol.45 (3), p.511-528
Hauptverfasser:	CONSIGLIO, IRENE, DE ANGELIS, MATTEO, COSTABILE, MICHELE
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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