The Influence of a Mere Social Presence in a Retail Context

Jennifer Argo · Darren W. Dahl · Rajesh V. Manchanda

546 citations0/0 files storedJournal of Consumer Research

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Consumer Retail Behavior Studies Consumer Behavior in Brand Consumption and Identification AI in Service Interactions

Abstract

While the majority of consumer research that has studied social influences has focused on the impact of an interactive social presence, in this research we demonstrate that a noninteractive social presence (i.e., a mere presence) is also influential. We conduct two field experiments in a retail setting to show when and how a noninteractive social presence that differs in size and proximity impacts consumers' emotions and self-presentation behaviors. In doing so, we refine Social Impact Theory by identifying boundary conditions under which the theory does not hold.

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References

1995The need to belong: Desire for interpersonal attachments as a fundamental human motivation.1982Reference Group Influence on Product and Brand Purchase Decisions 1992The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions

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