Modern Psychological Studies
University of Tennessee at Chattanooga
Place of Publication
Consumers were observed in order to investigate whether it is more likely that lone or group shoppers will make a purchase and to what extent gender differences in purchasing behavior exist. As shoppers exited a Georgia mall, variables such as gender, group orientation, and the presence or absence of a package were recorded. Observations revealed that of 1269 shoppers, nearly 54% of lone shoppers made purchases, compared to 41% of group shoppers, and women carried packages more often than did men. Both the comparison of lone versus group shoppers and the difference in men's and women's buying showed p<.05 from a test for significance between two proportions. Contrary to the social facilitation theory, group shoppers did not consume more than lone individuals. This study suggests that social facilitation effects may be unique to particular environments.
BF1 .M63 v. 8 no. 1 2001
Lee, Laura J. and Martin, Allison L.
"Influence of social facilitation and gender differences on purchasing behavior of consumers in a mall,"
Modern Psychological Studies: Vol. 8
, Article 6.
Available at: http://scholar.utc.edu/mps/vol8/iss1/6