When the Medium Massages Perceptions:Personal (vs. Public) Displays of Information Reduce Crowding Perceptions and Outsider Mistreatment of Frontline Staff

Crowded waiting areas are volatile environments, where seemingly ordinary people often get frustrated and mistreat frontline staff. Given that crowding is an exogenous factor in many industries (e.g., retail, healthcare), we suggest an intervention that can “massage” outsiders’ perceptions of crowding and reduce the mistreatment of frontline staff. We theorize that providing information for outsiders to read while they wait on a personal medium (e.g., a leaflet, a smartphone) reduces their crowding perceptions and mistreatment of frontline staff, compared to providing the same information on a public medium (e.g., poster, wall sign). We report two studies that confirm our theory: A field experiment in Emergency Departments (n = 939) and an online experiment simulating a coffee shop (n = 246).