Cross-cultural differences in crowd assessment

This article clarifies how consumers deal with crowded service settings and, in particular, how density expectations impact this process. The article describes the key moderating role of culture in the density–dissatisfaction relationship by comparing consumers' reactions to crowd in two different countries (Canada and Mexico). Results suggest that expectations (through disconfirmation) play only a major role in the Canadian consumers' evaluation of crowded settings. The article provides potential explanations and managerial implications.