The Influence of a Mere Social Presence in a Retail Context

Jennifer J. Argo, Darren W. Dahl and Rajesh V. Manchanda

Journal of Consumer Research, 2005, vol. 32, issue 2, 207-212

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..

Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:32:y:2005:i:2:p:207-212

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