'I hope this seller won't talk to me!' Social anxiety and the influence of verbal intimacy on the intention to return to a store

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: Anxiété sociale; relation; intimité; fidélité; conversation; Social Penetration Theory; Relationship Marketing; Social Exchange Theory; Social anxiety; Experimental design; Fear of intimacy (search for similar items in EconPapers)
Date: 2012-05
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Published in EMAC : 41st annual conference, May 2012, Lisbonne, Portugal

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01630517

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