Social Influence in the Retail Context: A Contemporary Review of the Literature

In this article we review research from the past decade that explores how elements of social influence in the bricks-and-mortar retail environment impact customers. We focus our discussion on demonstrating how the active and passive social influence of the salesforce and other shoppers in the retail context can impact a focal customer’s thoughts, feelings, and behaviors. Additionally, we utilize our review as an opportunity to highlight a...