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Social Influence in the Retail Context: A Contemporary Review of the Literature

Author

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  • Argo, Jennifer J.
  • Dahl, Darren W.

Abstract

In this article we review research from the past decade that explores how elements of social influence in the bricks-and-mortar retail environment impact customers. We focus our discussion on demonstrating how the active and passive social influence of the salesforce and other shoppers in the retail context can impact a focal customer’s thoughts, feelings, and behaviors. Additionally, we utilize our review as an opportunity to highlight a variety of directions future research could pursue to further our understanding of the impact of the social retail environment.’

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jouret:v:96:y:2020:i:1:p:25-39
    DOI: 10.1016/j.jretai.2019.12.005
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    References listed on IDEAS

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