Crowded Stores are Actually Bad for Business

Hans Villarica (@hansvillarica) writes in The Atlantic (@TheAtlantic) about the study, A Stranger's Touch: Effects of Accidental Interpersonal Touch on Consumer Evaluations and Shopping Time, published in the Journal of Consumer Research (@JCRNEWS).

It turns out that consumers who are physically touched in stores judge products more harshly, leave more quickly, and are less willing to spend than those who aren’t, especially if they’re touched by a man.

Implication: Although retailers try to drive as many customers to their stores as possible, overcrowding may drive them away as well.

Read this article in full.

Read the study in full.

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