"While the majority of consumer research that has studied social influences has focused on the impact of an interactive social presence, in this research we demonstrate that a non-interactive social presence (i.e., a mere presence) is also influential," explains Jennifer Argo, of the University of Alberta, and her colleagues.
At the heart of the study is Social Impact Theory, or SIT, which states that people are affected by the presence of other people--whether this presence is real or imagined or an interaction with a group or a single person. The research finds that consumers prefer a balance. That is, consumers want to be around others, but that there is a limit at which point the experience becomes uncomfortable.
"The majority of research in this area has focused on how an interactive social influence, such as being greeted by salespeople or debating a group purchase, impacts a consumer," the authors write. "However, social influence situations in consumption are not limited only to interactive situations but also include those that occur without an interaction."
The Influence of a Mere Social Presence in a Retail Context. Jennifer J. Argo, Darren W. Dahl, and Rajesh V. Manchanda. Journal of Consumer Research. September 2005.
Journal of Consumer Research