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This research was designed to see whether a reconceptualization of social distance (as measured by social class variables) between shoppers and stores would provide a basis for understanding store avoidance behavior. A survey of shoppers classified into two distinct social classes investigated their images, including social class images, of two stores that had been selected as representatives of upscale and downscale retailers. A new measure of social distance was proposed and evaluated. Controlling for other functional aspects of store image such as price and personnel, the social distance measure was found to be influential in discriminating shopping frequency groups for the two stores, providing evidence that people tend to avoid stores that are perceived as being socially distant from themselves.

The authors investigate response patterns to fax surveys in comparison with mail surveys and explore the relative advantages and disadvantages of the two methods. The results of two studies show that the answers to questions sent by fax were comparable to those received by mail, but they were received more quickly and in greater numbers. For many types of surveys that otherwise would have used mail, using fax machines can yield higher returns at lower cost per returned questionnaire.

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