Abstract: Social crowding is a common social phenomenon in daily life， which has an important impact on consumers' behaviors. However， few studies have focused on how social crowding affects the persuasive effect of advertising on the marketing variable of consumers. Through two experiments， the paper explores the effect of social crowding and advertising-oriented matching on consumers' attitudes towards products. The results show that the interaction between social crowding and advertising orientation (abstract orientation vs. concrete orientation) affects consumers' attitudes towards products. Specifically， in the context of social crowding， concretely-oriented advertising makes consumers have more positive attitudes towards products. In the non-crowded context， abstractly-oriented advertising makes consumers have more positive attitudes towards products. Perceived fluency plays a mediating role in the influence of the matching effect of the two on consumers' attitudes towards products.

Key words: social crowding; advertising orientation; perceived fluency; matching effect; attitude towards product