Perceived air pollution reduces consumers' self‐disclosure: The role of tense arousal

Consumers are often reluctant to disclose their personal information to retailers. How to promote consumers' self‐disclosure has been a focal point of interest for marketers and researchers. Using a total of eight multimethod studies (N = 5281) which composite a study with secondary data, a field study, a natural experiment, and five lab experiments, we show that a perception of high (vs. low) levels of air pollution decreases consumers' self‐disclosure willingness and behavior. This effect is mediated by tense arousal and moderated by (1) whether consumers are aware of the impact of perceived air pollution levels on tense arousal and (2) under which environment consumers disclose their personal information (an environment playing low‐paced soothing background music vs. a one playing high‐paced rock background music). We also rule out regulatory focus and mood valence as alternative process variables. Our findings extend past literature on perceived air pollution, tense arousal, and self‐disclosure. The results also suggest marketers, retailers, and service providers mitigate the negative impact of air pollution perception on consumers' self‐disclosure by playing low‐paced soothing background music in retailing contexts.