"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
This 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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|Date of creation:||May 2012|
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