The Influence of a Mere Social Presence in a Retail Context
AbstractWhile the majority of consumer research that has studied social influences has focused on the impact of an interactive social presence, in this research we demonstrate that a noninteractive social presence (i.e., a mere presence) is also influential. We conduct two field experiments in a retail setting to show when and how a noninteractive social presence that differs in size and proximity impacts consumers' emotions and self-presentation behaviors. In doing so, we refine Social Impact Theory by identifying boundary conditions under which the theory does not hold. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 32 (2005)
Issue (Month): 2 (09)
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Web page: http://www.journals.uchicago.edu/JCR/
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- Puccinelli, Nancy M. & Deshpande, Rohit & Isen, Alice M., 2007. "Should I stay or should I go? Mood congruity, self-monitoring and retail context preference," Journal of Business Research, Elsevier, vol. 60(6), pages 640-648, June.
- K. Janssens & M. Pandelaere & K. Millet & B. Van Den Bergh & I. Lens & R. Keith, 2009. "Can Buy Me Love: How Mating Cues Influence Single Men’S Interest In High-Status Consumer Goods," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 09/570, Ghent University, Faculty of Economics and Business Administration.
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