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Retail space invaders: when employees’ invasion of customer space increases purchase intentions

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  • Carol L. Esmark

    (Mississippi State University)

  • Stephanie M. Noble

    (University of Tennessee)

Abstract

This research fills a gap in the retailing literature regarding physical proximity while shopping. Most research in this area examines perceived crowding or social presence and largely ignores issues of distance. Using four studies we explore the impact of the physical proximity of an employee to a shopper. Contrary to common belief, we show that such encroachments can increase consumers’ acceptance feelings and their purchase intentions. We illustrate how these results are consistent with social identity theory. The results show a shopper can have higher purchase intentions the closer an employee physically gets to them due to an increase in feelings of acceptance. This result is strengthened when being included to an in-group is important to the shopper. The negative effects of feeling anxious in a purchase situation can also be buffered the closer an employee gets. Finally, the positive relationship of felt acceptance to purchase intentions is most critical when the product being purchased is perceived as less expressive. These results have important implications to our understanding of shopper behavior and reactions to physical proximity.

Suggested Citation

  • Carol L. Esmark & Stephanie M. Noble, 2018. "Retail space invaders: when employees’ invasion of customer space increases purchase intentions," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 477-496, May.
    • Handle: RePEc:spr:joamsc:v:46:y:2018:i:3:d:10.1007_s11747-016-0488-3
    DOI: 10.1007/s11747-016-0488-3
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    Cited by:

    1. Chang, Tsung-Sheng, 2021. "Social distancing in retail: Influence of perceived retail crowding and self-efficacy on employees’ perceived risks," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    2. Tobias Otterbring, 2023. "Physical proximity as pleasure or pain? A critical review of employee–customer proximity in sales and services settings," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 209-221, June.
    3. Argo, Jennifer J. & Dahl, Darren W., 2020. "Social Influence in the Retail Context: A Contemporary Review of the Literature," Journal of Retailing, Elsevier, vol. 96(1), pages 25-39.
    4. Hess, Nicole J. & Kelley, Corinne M. & Scott, Maura L. & Mende, Martin & Schumann, Jan H., 2020. "Getting Personal in Public!? How Consumers Respond to Public Personalized Advertising in Retail Stores," Journal of Retailing, Elsevier, vol. 96(3), pages 344-361.
    5. Roggeveen, Anne L. & Grewal, Dhruv & Karsberg, John & Noble, Stephanie M. & Nordfält, Jens & Patrick, Vanessa M. & Schweiger, Elisa & Soysal, Gonca & Dillard, Annemarie & Cooper, Nora & Olson, Richard, 2021. "Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies," Journal of Retailing, Elsevier, vol. 97(1), pages 81-98.
    6. Thomas, Veronica L. & Saenger, Christina, 2020. "Feeling excluded? Join the crowd: How social exclusion affects approach behavior toward consumer-dense retail environments," Journal of Business Research, Elsevier, vol. 120(C), pages 520-528.
    7. Yuli Zhang & Hyokjin Kwak & Marina Puzakova & Charles R. Taylor, 2021. "Space between products on display: the impact of interspace on consumer estimation of product size," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1109-1131, November.
    8. Otterbring, Tobias, 2021. "Peer presence promotes popular choices: A “Spicy†field study on social influence and brand choice," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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