The Influence of Strangers on Consumer Behavior in a Retail Environment

ABSTRACT When consumers visit a store, they often find themselves interacting with fellow shoppers they do not know. These social exchanges—defined as stranger interactions—can impact consumers' shopping experiences by eliciting positive or negative emotions that can ultimately influence buying behavior. The primary objective of this article is to investigate: (1) What factors lead to stranger interactions in physical retail environments? (2) What are the potential positive and negative outcomes of these interactions? And (3) Why do positive interactions with strangers, in particular, tend to increase consumers' purchase intentions? Study 1 identifies three primary drivers of stranger interactions: store characteristics, the traits of fellow shoppers, and the traits of the focal consumer. Study 1 also highlights both the negative and positive outcomes of these interactions. Negative outcomes include upward social comparisons, competitive behaviors, unsolicited advice, and crowding—each of which may lead consumers to leave the store without making a purchase. However, Studies 1, 2a, 2b, and 2c show that when consumers enjoy the company of strangers, they are more likely to engage in social exchanges, including receiving purchase‐related advice. This advice induces feelings of reassurance about their buying decisions, eventually increasing the likelihood of making a purchase. The practical implication of these findings is that, by creating environments that foster stranger interactions, managers can improve front‐end store operations and enhance consumers' overall social experience.