Marketing researchers have investigated the impact of human density (i.e., the number of people in a certain place in a certain time) on a variety of consumer reactions, but have produced contrasting results. This research analyzes how a specific social factor, that is, similarity with other customers in the crowd, moderates the relationship between human density and repurchase intention. Social factors may indeed play relevant roles in shaping the effects of human density on consumer reactions, but their effects remain largely under-researched. Based on similarity-attraction and self-categorization theories, we predict that human density has a positive effect on repurchase intention when the crowd is composed of similar customers. Differently, the same effect is negative in presence of dissimilar customers. Also, we hypothesize that such effects are mediated by perceived control, since the presence of similar people leads individuals to perceive the behavior of other customer as more predictable. We tested our hypotheses by means of an experimental study in which we manipulated human density and similarity with the other customers and measured repurchase intentions and perceived control. Results of a moderated mediation model provide support to our predictions. Our research contributes to the literature on crowding by investigating the relationships among human density, social factors, perceived control, and repurchase intention and offers a series of managerial insights for the post pandemic era.