"J'espère que ce commerçant ne me parlera pas !" : l'effet de l'anxiété sociale et du degré d'intimité de la conversation sur l'intention de revenir dans le point de vente
AbstractThis article demonstrates that socially anxious consumers avoid close relationships with merchants. An experimental approach (n=102) shows that socially anxious consumers prefer small talk with merchants rather than intimate conversations, whereas non-socially anxious consumers prefer intimate conversations rather than small talk. The results also show that the intention to return the store is lower among socially anxious subjects than among non-socially anxious ones, even in the small talk condition.
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Bibliographic InfoPaper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/12870.
Date of creation: May 2012
Date of revision:
Marketing relationnel; anxiété sociale; relation; intimité; fidélité; conversation; Social anxiety; relationship marketing; small talk; self-disclosure; intimacy; conversations;
Find related papers by JEL classification:
- I31 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - General Welfare, Well-Being
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
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