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Do companions really enhance shopping? Assessing social lift over forms of shopper value in Mexico

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  • Mora, José-Domingo
  • González, Eva M.

Abstract

This is an empirical investigation of the influence of shopping companions on the value individuals derive from shopping malls. Value is inferred from observable behaviors—money spent, variety of products bought, and number of stores shopped at. These measures enter utility models estimated on data from an entry/exit survey at a shopping center in Mexico. It is found that the utilities of purchasing and product variety decrease in pairs of shoppers respect to solo shoppers but recover as groups grow larger, a reversal called social lift. Demographically-defined group types show unique profiles of mall utility, which has important managerial implications.

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  • Mora, José-Domingo & González, Eva M., 2016. "Do companions really enhance shopping? Assessing social lift over forms of shopper value in Mexico," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 228-239.
    • Handle: RePEc:eee:joreco:v:28:y:2016:i:c:p:228-239
    DOI: 10.1016/j.jretconser.2015.10.004
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    Cited by:

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    5. Wang, Xueqin & Wong, Yiik Diew & Chen, Tianyi & Yuen, Kum Fai, 2022. "An investigation of technology-dependent shopping in the pandemic era: Integrating response efficacy and identity expressiveness into theory of planned behaviour," Journal of Business Research, Elsevier, vol. 142(C), pages 1053-1067.
    6. Tobias Scholz & Jörn Redler & Sven Pagel, 2021. "Re-designing adaptive selling strategies: the role of different types of shopping companions," Review of Managerial Science, Springer, vol. 15(5), pages 1243-1280, July.
    7. Tobias Benjamin Scholz & Sven Pagel & Jörg Henseler, 2023. "Shopping Companions and Their Diverse Impacts: A Systematic Annotated Bibliography," SAGE Open, , vol. 13(4), pages 21582440231, December.
    8. Gui, Dan-Yang & Liu, Shixiong & Dai, Yu & Liu, Ying & Wang, Xiaoli & Huang, Huiying, 2021. "Greater patience and monetary expenditure: How shopping with companions influences purchase decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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