"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

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 research aims at showing the moderating effect of social anxiety on the link between the degree of intimacy in a conversation with a salesperson and the intention to return to a store. Our results show that small talk and personal conversations with merchants (versus no conversation or self-service) decrease loyalty to the point of sale for socially anxious consumers. Our results extend the findings of the relationship marketing literature by showing the negative impact of verbal intimacy in commercial exchanges.

Keywords: Relationship Marketing; Social Penetration Theory; Social Exchange Theory Track: Relationship Marketing (search for similar items in EconPapers)
Date: 2012-05
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Published in European marketing academy conference (EMAC), May 2012, Lisbonne, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00679533

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