This study examined the effects of perceived crowding and cognitive control on consumers' product search behavior. Departing from the basic approach of prior consumer search behavior research, which has focused on the relationship between consumers' internal dispositions and general search activity tendencies, this study sought to achieve more accurate prediction of consumer product search behavior by examining product search behavior within actual purchasing environments and the immediate situational purchase factors that influence it—namely, the crowding of the purchasing environment and consumers' cognitive control. The empirical results supported the hypothesis that perceived crowding has a negative effect on consumer search behavior and that this effect is mediated by cognitive control.