Mr. Putnam attributed the phenomenon to the burgeoning of technologies such as television and the internet which satisfied needs absent mingling with others.
Since publication of that book, we’ve reason to think the trend may have turned. There certainly has been ample political activism these days which requires more than reading a newsletter and electronically donating. Social media channels are alive with friending, liking, and meaty conversations. At the same time, though, there are countervailing pulls. For example, the COVID-19 pandemic left a legacy of isolating ourselves to avoid contamination. Severe political polarization leads to selectivity in companionship. On balance, then, social disconnectedness may be a common characteristic of contemporary culture.
In a set of studies, University of Macau researchers find that this has an implication for retailing which is counterintuitive at first glance: We might think that a consumer who feels socially disconnected would welcome opportunities to shop alongside a crowd of others and to purchase experiences which include large group activities. But in reality, the socially disconnected want to stay away from crowds, on average. The explanation is that social disconnection sensitizes a consumer to potential threats and crowds decrease a consumer’s feeling of being in control. Disconnected consumers don’t consider a crowded environment as a way to reconnect with others, but rather as an unwelcome threat to their personal space.
The researchers emphasize that people differ in their desire for belongingness, that some social density when shopping and consuming is often welcomed, and that the optimal level of crowding depends on the consumption situation. A level of crowding which would add to the excitement at a football game might be highly stressful when strolling through the streets of Venice. Recognize the aversion to crowding as a factor for you to test and calibrate as you design the optimal user experiences for your shoppers and customers.
Also recognize how consumer perceptions of crowding can be influenced by your introduction of servicescape stimuli. Foliage generates calm in crowded areas. A peppermint fragrance during shopping or consumption relieves a sense of being uncomfortably crowded.
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Haul Retailing Through Usage Expectations
Image at top of post based on photo by Sean Stratton from Unsplash
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