Retail space invaders: when employees’ invasion of customer space increases purchase intentions

This research fills a gap in the retailing literature regarding physical proximity while shopping. Most research in this area examines perceived crowding or social presence and largely ignores issues of distance. Using four studies we explore the impact of the physical proximity of an employee to a shopper. Contrary to common belief, we show that such encroachments can increase consumers’ acceptance feelings and their purchase intentions. We...