" 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

Eva Delacroix () and Valérie Guillard ()
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Eva Delacroix: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Valérie Guillard: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, UMR IATE - Ingénierie des Agro-polymères et Technologies Émergentes - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - UM2 - Université Montpellier 2 - Sciences et Techniques - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - UM - Université de Montpellier - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier

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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; anxiété sociale; relation; intimité; fidélité; conversation (search for similar items in EconPapers)
Date: 2012-05
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Published in 28ème Congrès international de l'association française du marketing, May 2012, Brest, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00679156

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