"J'espère que ce commerçant ne me parlera pas !": l'effet de l'anxiété sociale et du degré d'intimité de la conversation sur l'intention de revenir dans le point de vente

Valérie Guillard () and Eva Delacroix
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Valérie Guillard: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Eva Delacroix: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article demonstrates that socially anxious consumers avoid close relationships with merchants. An experimental approach (n=102) shows that socially anxious consumers prefer small talk with merchants rather than intimate conversations, whereas non-socially anxious consumers prefer intimate conversations rather than small talk. The results also show that the intention to return the store is lower among socially anxious subjects than among non-socially anxious ones, even in the small talk condition.

Keywords: Social anxiety; relationship marketing; small talk; self-disclosure; intimacy; conversations; Marketing relationnel; anxiété sociale; relation; intimité; fidélité; conversation (search for similar items in EconPapers)
Date: 2012-05
Note: View the original document on HAL open archive server: https://hal.science/hal-01630516v1
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Published in 28ème Congrès International de l'Association Française du Marketing (AFM), May 2012, Brest, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01630516

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