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.

中文翻译：

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在环境不确定性较高的情况下，社会密度如何影响消费者的主观幸福感？

主观幸福感是消费者心理学的一个重要研究课题。我们进行了两项实验研究，以检验环境不确定性和社会密度对消费者主观幸福感的联合影响。第一项研究（N  =200）采用2（环境不确定性：高与基线）×2（社会密度：高与低）设计。协方差分析（ANCOVA）表明，低社会密度可以提高消费者在经历高环境不确定性后的生活幸福感。使用PROCESS宏进行的有调节的中介分析发现，控制补偿的心理过程是潜在的机制。第二项研究（N  = 193）旨在进一步论证控制补偿效果，采用2（控制提升：提升与不提升）×2（社会密度：高与低）设计。ANCOVA 分析表明，在经历了高度环境不确定性后，没有获得控制力提升的消费者报告称，低社会密度提高了生活幸福感。这些发现从理论和实践的角度对消费者权益倡导具有重要意义。