The thin line between love and hate of attention: The customer shopping experience

Sarah Alhouti, Erin Adamson Gillespie, Woojung Chang, Lenita Davis

Research output: Contribution to journalArticlepeer-review

13 Scopus citations

Abstract

Given the predominant role of technology in customers' shopping behavior and information acquisition, there is a need to reexamine the appropriate amount of attention given to customers at brick-and-mortar stores. Utilizing both qualitative and quantitative methods, this study finds that consumers do not always want an attentive salesperson but do want their autonomy respected while being seen as desirable by the salesperson. This examination of perceived salesperson attentiveness led to the identification of four possible shopping experiences: bonding, negligence, stalking, and autonomy. Understanding these experiences and when they apply can help managers reevaluate how salespeople can use insightful discretion to provide assistance to retail customers.

Original languageEnglish (US)
Pages (from-to)415-433
Number of pages19
JournalJournal of Marketing Theory and Practice
Volume23
Issue number4
DOIs
StatePublished - Jan 1 2015

All Science Journal Classification (ASJC) codes

  • Marketing

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