Are we seeing eye to eye_dataset_2023

Published: 4 July 2023| Version 1 | DOI: 10.17632/2hhv573mjn.1
Tobias Scholz


This study set out to improve understanding of how shoppers translate their retail companions’ attributes and actions into positive or negative emotional responses and shopping behavior. The latter was measured in terms of whether or not shoppers tended to end their purchase decision rather quickly due to a sense of 'haste' and whether or not shoppers were more likely to abandon their purchase. Data collected online from 316 respondents in Germany by means of a questionnaire with accompanying scenarios delivered three important insights. First, shoppers' sense of haste is influenced by whether the shopping companion is ‘enthusiastic’, ‘expert’ or ‘apathetic’. Second, emotions play a crucial role in determining shoppers’ behavior, even before consideration of the input of a companion. Third, shoppers’ emotions exert a critical influence on their perception of haste and also on the likelihood of their abandoning the purchase, while fully mediating a companion’s influence on abandonment. From a theoretical perspective, our findings offer interesting future research avenues with regard to the effect of shopper-companion interplay on shopping behavior and shoppers’ perceptions of the overall shopping experience. The dataset is to be interpreted as follows: - The type of companion indicates which scenario the respective respondent was involved in, i.e. the type of companion they were confronted with or whether they read the unaccompanied control group scenario. - Emotions measurement was derived from: Byun, S.-E., & Mann, M. (2011). The influence of others: The impact of perceived human crowding on perceived competition, emotions, and hedonic shopping value. Clothing and Textiles Research Journal, 29(4), 284-297. doi:10.1177/0887302x11422820 - Emotions and haste were measured with 7-point Likert scales ranging from 1 (strongly disagree) to 7 (strongly agree) - Abandonment was measured by one question that required participants to indicate whether they would either proceed with the purchase decision or aborting the shopping trip after having read the scenario description The respective questions/statements read as follows: Haste • I would take my time to make a decision. • I would hurry up making a decision. • I would calmly ponder all my options. • I would try to come to a decision as quickly as possible. Abandonment Based on the situation described before, how would you most likely proceed? • I would dedicate myself to the product selection or • “I would postpone my decision”



Universiteit Twente


Consumer Shopping Behavior, Personal Selling, Offline Retailing, Social Influence