The assistant professor of marketing explores how perceived salesperson attentiveness affects the shopping experience.
Erin Gillespie, assistant professor of marketing in the Martha and Spencer Love School of Business, co-authored an article, “The Thin Line between Love and Hate of Attention: The Customer Shopping Experience,” in the Journal of Marketing Theory and Practice.
Gillespie and her co-authors, Sarah Alhouti, Woojung Chang and Lenita Davis, examined the relationship between perceived salesperson attentiveness and the customer shopping experience in brick-and-mortar stores. They identified four possible shopping experiences: bonding, negligence, stalking and autonomy. The article appears in the journal’s most recent edition, Volume 23, No. 4.
The article’s abstract reads:
“Given the predominant role of technology in customers’ shopping behavior and information acquisition, there is a need to reexamine the appropriate amount of attention given to customers at brick-and-mortar stores. Utilizing both qualitative and quantitative methods, this study finds that consumers do not always want an attentive salesperson but do want their autonomy respected while being seen as desirable by the salesperson. This examination of perceived salesperson attentiveness led to the identification of four possible shopping experiences: bonding, negligence, stalking, and autonomy. Understanding these experiences and when they apply can help managers reevaluate how salespeople can use insightful discretion to provide assistance to retail customers.”