With or without you: interactive effects of retail density and need for affiliation on shopping pleasure and spending

A shopping trip is a not only a goal-directed activity for acquiring a desired product but also a social experience involving fellow shoppers. Crowding research generally considers retail density a negative influence and ignores any positive effects of the presence of others. Considering that consumers vary in the extent to which they value the presence of others, two studies document retail density's effects on shopping experiences and spending as a function of affiliation needs. In addition to demonstrating that density does not harm the shopping experiences of consumers with strong affiliation needs, the findings indicate these shoppers spend more money in dense settings in order to present a positive image to other customers. The discussion integrates these findings with social influence research highlighting the role of impression management behaviors.