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

Published on Mar 1, 2020in Journal of Retailing
· DOI :10.1016/J.JRETAI.2019.12.005
Jennifer Argo26
Estimated H-index: 26
(U of A: University of Alberta),
Darren W. Dahl53
Estimated H-index: 53
(UBC: University of British Columbia)
Abstract 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 variety of directions future research could pursue to further our understanding of the impact of the social retail environment.’
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