Retail customers' self-awareness: The deindividuation effects of others
The presence of others often affects retail shopping behavior. Other customers tend to increase one's self-awareness and cause negative self-conscious emotions. This research's findings suggest fellow customers also mitigate focal customers' evaluative concerns. Deindividuation theory, which posits that other customers create anonymity and reduce self-awareness, helps explain this phenomenon. A laboratory experiment and a quasi-experimental field study in a retail setting support the notion that the presence of other customers creates a deindividuation effect on a focal customer during unwanted social evaluation from salespeople. Results show a small group of other customers resulted in lower levels of emotional discomfort and behavioral inhibition than either an empty store or a larger group size, suggesting a U shape relationship.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 67 (2014)
Issue (Month): 7 ()
|Contact details of provider:|| Web page: http://www.elsevier.com/locate/jbusres|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- He, Yi & Chen, Qimei & Alden, Dana L., 2012. "Consumption in the public eye: The influence of social presence on service experience," Journal of Business Research, Elsevier, vol. 65(3), pages 302-310.
- Dahl, Darren W & Manchanda, Rajesh V & Argo, Jennifer J, 2001. " Embarrassment in Consumer Purchase: The Roles of Social Presence and Purchase Familiarity," Journal of Consumer Research, Oxford University Press, vol. 28(3), pages 473-81, December.
- Eroglu, Sevgin A. & Machleit, Karen & Barr, Terri Feldman, 2005. "Perceived retail crowding and shopping satisfaction: the role of shopping values," Journal of Business Research, Elsevier, vol. 58(8), pages 1146-1153, August.
- Pan, Yue & Siemens, Jennifer Christie, 2011. "The differential effects of retail density: An investigation of goods versus service settings," Journal of Business Research, Elsevier, vol. 64(2), pages 105-112, February.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:67:y:2014:i:7:p:1439-1446. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Shamier, Wendy)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.