Universität Rostock, 2012
Abstract: This research examines how the number of other customers in a retail store influences a focal customer’s behavior. More specifically, the study explores the theoretical mechanisms underlying negative effects of too few other customers on the customer’s emotions and behavioral responses. The research identifies explanatory mechanisms using a qualitative approach and analyses their relevance in a number of experimental studies. The findings contribute to a better understanding of consumer behavior in retail stores and provide valuable guidelines for store managers.
postdoctoral thesis free access