Not too many but also not too few

Purpose The purpose of this paper is to explore the theoretical mechanisms that underlie the negative effects of low customer density on shoppers' emotions and behavioural responses in retail settings. Design/methodology/approach This study uses three different qualitative techniques to explore the research question: semi‐structured interviews, shopping with consumers, and focus groups. Findings Three major issues contribute to unfavorable consumer responses to low customer density levels in retail stores: exposure to undesired social influence from sales personnel; loss of social cues and evaluation criteria; and lack of social stimulation. Practical implications The findings of this research assist store managers to resolve the problems associated with low customer density in retail stores. For example, the results suggest that the negative effects of low customer density can be mitigated by providing appropriate training for sales staff as well as by actively communicating the quality, price level, and image of the store. Originality/value Empirical evidence shows that the effects of customer density on shopper outcomes follow an inverted U‐shaped trend. Previous research has focused on explaining the negative consequences of high customer density, while the explanatory mechanisms for the negative effects of low customer density remain largely unclear. This research partially fills this gap in the literature by identifying the psychological processes that account for the negative effects of low customer density.