"I hope this seller won't talk to me!" Social anxiety and the influence of verbal intimacy on the intention to return to a store - HAL Accéder directement au contenu
Communication dans un congrès Année : 2012

"I hope this seller won't talk to me!" Social anxiety and the influence of verbal intimacy on the intention to return to a store

Résumé

This research aims at showing the moderating effect of social anxiety on the link between the degree of intimacy in a conversation with a salesperson and the intention to return to a store. Our results show that small talk and personal conversations with merchants (versus no conversation or self-service) decrease loyalty to the point of sale for socially anxious consumers. Our results extend the findings of the relationship marketing literature by showing the negative impact of verbal intimacy in commercial exchanges.
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Dates et versions

halshs-00679533, version 1 (15-03-2012)

Identifiants

  • HAL Id : halshs-00679533 , version 1

Citer

Eva Delacroix, Valérie Guillard. "I hope this seller won't talk to me!" Social anxiety and the influence of verbal intimacy on the intention to return to a store. European marketing academy conference (EMAC), May 2012, Lisbonne, France. ⟨halshs-00679533⟩
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