How does social density influence consumer subjective well-being under high environmental uncertainty?

Subjective well-being is an important research topic in consumer psychology. We conducted two experimental studies to examine the joint effects of environmental uncertainty and social density on consumer subjective well-being. The first study (N = 200) adopted a 2 (environmental uncertainty: high vs. baseline) × 2 (social density: high vs. low) design. Analysis of covariance (ANCOVA) analysis indicated that low social density improved consumers' life happiness after they experienced high environmental uncertainty. Moderated mediation analysis using the PROCESS macro found that the psychological process of control compensation was the underlying mechanism. The second study (N = 193) aimed to further demonstrate the control compensation effect and adopted a 2 (control boost: boost vs. no boost) × 2 (social density: high vs. low) design. ANCOVA analysis indicated that low social density improved life happiness reported by consumers who received no control boost after they experienced high environmental uncertainty. These findings provide significant implications for consumer advocacy from theoretical and practical standpoints.