Deindividualization as an explanatory mechanism for positive effects of other customers - presence on consumer behavior in a retail context

• Applicant: Dr. Sebastian Uhrich
• Subject Area: Accounting and Finance
• Term: from 2012 to 2013
• Project identifier: Deutsche Forschungsgemeinschaft (DFG) - Project number 214178942

This research project examines how the number of other customers affects a consumer´s behavior in retail stores. Several recent empirical studies show that the presence of too few and too many other unknown customers is similarly disruptive for a number of psychological and behavioral variables. The theoretical mechanisms that explain the negative effects of high levels of customer density have been examined by a number of previous studies. In addition, several suggestions have been made as to how retail managers can countervail the problems associated with high customer density. This research examines the understudied phenomenon that situations of very low customer density are also problematic for consumer outcomes in retail stores. More specifically, the project investigates deindividualization effects as an explanatory mechanism for this empirical phenomenon. Previous work by the applicant identified this explanatory mechanism. It describes that the presence of other customers can provide a positively valenced anonymity that mitigates a consumer¿s evaluation apprehension caused by the real or imagined observation of salespeople. However, moderating conditions seem to affect the occurrence of these deindividualization effects because the presence of other customers itself can be a source of social influence resulting in evaluation apprehension. As a first step, the project will therefore identify the moderating conditions of deindividualization effects using a fotoelicitation technique. Next the relevance of the identified moderating condition will be examined in experimental studies. The expected results extent previous research by identifying a new theoretical mechanism for positive customer presence effects in retail settings.

• DFG Programme: Research Fellowships
• International Connection: Australia
• Host: Professorin Janet McColl-Kennedy, Ph.D.