2005
DOI: 10.1086/432230
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The Influence of a Mere Social Presence in a Retail Context

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 bo… Show more

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Cited by 437 publications
(375 citation statements)
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References 26 publications
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“…Hui et al (2009) study shoppers' path behavior and zone density, finding that consumers might be attracted to higher density zones but shop less in them. Argo et al (2005) demonstrate that increasing social presence tends to positively affect emotions initially and then to have a more negative effect as the presence gets larger. In line with their finding, we focus on the impact of congestion on the theater-viewing experience since theater owners maximize their profits by allocating screens based on movie demand.…”
Section: Literature Reviewmentioning
confidence: 78%
“…Hui et al (2009) study shoppers' path behavior and zone density, finding that consumers might be attracted to higher density zones but shop less in them. Argo et al (2005) demonstrate that increasing social presence tends to positively affect emotions initially and then to have a more negative effect as the presence gets larger. In line with their finding, we focus on the impact of congestion on the theater-viewing experience since theater owners maximize their profits by allocating screens based on movie demand.…”
Section: Literature Reviewmentioning
confidence: 78%
“…La mayoría de las ocasiones, los individuos buscan presentar una imagen positiva ante los demás (Barasch y Berger, 2014) (Argo et, al. 2005) descubrieron, que cuando el auditorio es grande, como pudiera ser el caso de los grupos de Facebook, las personas tienden a evitar publicar contenido que les haga proyectar una imagen negativa ante su grupo de referencia.…”
Section: Los Eventos Deportivos Como Espacio Para La Construcción De unclassified
“…O impacto social, definido como qualquer influência sobre os sentimentos, pensamentos e comportamentos individuais que é exercida por uma presença real, insinuada ou imaginada, ou por ações de outros indivíduos, corresponde a um aspecto relevante a ser investigado e ainda pouco explorado em contextos varejistas (Argo, Dahl, & Manchanda, 2005).…”
Section: A Teoria Do Impacto Social (Sit [Social Impact Theory]) Caraunclassified
“…: Argo et al, 2005;Argo, Dahl, & Morales, 2006;Hui, Bradlow, & Fader, 2009;McFerran & Argo, 2014), e são esses os aspectos discutidos em mais detalhe a seguir.…”
Section: O Impacto Socialunclassified
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