TY - JOUR
T1 - Unacquainted influencers
T2 - When strangers interact in the retail setting
AU - McGrath, Mary Ann
AU - Otnes, Cele
PY - 1995/3
Y1 - 1995/3
N2 - We explore the phenomenon of influence between unacquainted consumers in the market setting. Using three qualitative techniques that entailed 60 hours of observation in a variety of retail settings, depth interviews with eight consumers, and a prescribed format of shopping with five consumers, data are compiled and interpreted to reveal a number of overt and covert interpersonal influences and roles assumed by both influencers and recipients of influence as the dyads interact. For example, recipients of influence who proactively act as help-seekers or influencers can assume the role of either proactive or reactive helper in a social exchange. Marketing implications are offered for retail sales personnel, such as appropriateness to intervene between competitors or the strategy not to intervene between help seeker and reactive helper.
AB - We explore the phenomenon of influence between unacquainted consumers in the market setting. Using three qualitative techniques that entailed 60 hours of observation in a variety of retail settings, depth interviews with eight consumers, and a prescribed format of shopping with five consumers, data are compiled and interpreted to reveal a number of overt and covert interpersonal influences and roles assumed by both influencers and recipients of influence as the dyads interact. For example, recipients of influence who proactively act as help-seekers or influencers can assume the role of either proactive or reactive helper in a social exchange. Marketing implications are offered for retail sales personnel, such as appropriateness to intervene between competitors or the strategy not to intervene between help seeker and reactive helper.
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U2 - 10.1016/0148-2963(94)00051-F
DO - 10.1016/0148-2963(94)00051-F
M3 - Article
AN - SCOPUS:0000819830
SN - 0148-2963
VL - 32
SP - 261
EP - 272
JO - Journal of Business Research
JF - Journal of Business Research
IS - 3
ER -