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"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

Author

Listed:
  • Valérie Guillard

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Eva Delacroix

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

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.

Suggested Citation

  • Valérie Guillard & Eva Delacroix, 2012. ""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," Post-Print hal-01630516, HAL.
    • Handle: RePEc:hal:journl:hal-01630516
    Note: View the original document on HAL open archive server: https://hal.science/hal-01630516
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    References listed on IDEAS

    as
    1. Jennifer J. Argo & Darren W. Dahl & Rajesh V. Manchanda, 2005. "The Influence of a Mere Social Presence in a Retail Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 207-212, September.
    2. Raphaëlle Butori, 2010. "Pour une meilleure utilisation du traitement de faveur: une approche individuelle," Post-Print hal-02055241, HAL.
    3. 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, Journal of Consumer Research Inc., vol. 28(3), pages 473-481, December.
    4. Jean Frisou, 2005. "Une approche tendancielle du comportement de fidélité : Du concept à sa mesure," Post-Print hal-02023624, HAL.
    Full references (including those not matched with items on IDEAS)

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