What question did this study set out to answer?

This research aims to explore the effects of a noninteractive social presence in retail contexts on consumer emotions and behaviors.

September 1, 2005

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The Influence of a Mere Social Presence in a Retail Context

JAJennifer ArgoUniversity of Alberta DDDarren W. DahlUniversity of British Columbia Hospital RMRajesh V. ManchandaUniversity of Manitoba

Key Points

This research aims to explore the effects of a noninteractive social presence in retail contexts on consumer emotions and behaviors.
Conducted two field experiments in a retail setting
Varied the size and proximity of social presence
Analyzed impact on consumer emotions and self-presentation behaviors
Noninteractive social presence significantly influenced consumer emotions
Found specific conditions under which social impact theory is limited
Identified how size and proximity affect consumer responses

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. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

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The Influence of a Mere Social Presence in a Retail Context

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