The social influence of employee groups: Understanding the impact of employee groups on customer intentions through intimidation

Abstract

It is not uncommon to see a group of employees congregating in a retail setting, but what effect does the grouping of sales associates have on customer behavior? Drawing from social impact theory, we use a series of three studies, including a natural field study, to show that consumers feel more intimidated by groups of employees than individual employees. These feelings of intimidation lead to lower intentions to approach employees, and, through this, lower purchase intentions. This effect is particularly prominent in customers who identify as female and in customers with a lower degree of social anxiety. This research provides the first step in understanding intimidation in a retail context. Implications for theory and practice are discussed.