Retail customers' self-awareness: the deindividuation effects of others

Uhrich, Sebastian and Tombs, Alastair (2014) Retail customers' self-awareness: the deindividuation effects of others. Journal of Business Research, 67 7: 1439-1446. doi:10.1016/j.jbusres.2013.07.023

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Author Uhrich, Sebastian
Tombs, Alastair
Title Retail customers' self-awareness: the deindividuation effects of others
Journal name Journal of Business Research   Check publisher's open access policy
ISSN 0148-2963
Publication date 2014-07-01
Year available 2013
Sub-type Article (original research)
DOI 10.1016/j.jbusres.2013.07.023
Volume 67
Issue 7
Start page 1439
End page 1446
Total pages 8
Place of publication New York, NY, United States
Publisher Elsevier
Collection year 2014
Language eng
Formatted abstract
The presence of others often affects retail shopping behavior. Other customers tend to increase one's self-awareness and cause negative self-conscious emotions. This research's findings suggest fellow customers also mitigate focal customers' evaluative concerns. Deindividuation theory, which posits that other customers create anonymity and reduce self-awareness, helps explain this phenomenon. A laboratory experiment and a quasi-experimental field study in a retail setting support the notion that the presence of other customers creates a deindividuation effect on a focal customer during unwanted social evaluation from salespeople. Results show a small group of other customers resulted in lower levels of emotional discomfort and behavioral inhibition than either an empty store or a larger group size, suggesting a U shape relationship.
Keyword Customer presence
Public self-awareness
Deindividuation theory
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Available online: 17 August 2013.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 1 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 2 times in Scopus Article | Citations
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Created: Wed, 09 Oct 2013, 22:41:13 EST by Karen Morgan on behalf of UQ Business School