Retail customers' self-awareness: the deindividuation effects of others

The presence of others often affects retail shopping behavior. Other customers tend to increase one's self-awareness and cause negative self-conscious emotions. This research's findings suggest fellow customers also mitigate focal customers' evaluative concerns. Deindividuation theory, which posits that other customers create anonymity and reduce self-awareness, helps explain this phenomenon. A laboratory experiment and a quasi-experimental field study in a retail setting support the notion that the presence of other customers creates a deindividuation effect on a focal customer during unwanted social evaluation from salespeople. Results show a small group of other customers resulted in lower levels of emotional discomfort and behavioral inhibition than either an empty store or a larger group size, suggesting a U shape relationship

Young People and Volunteerism: A Model of Sustained Volunteerism During the Transition to Adulthood

A model of sustained volunteerism in young people is proposed. The longitudinal study addresses the questions \u2018\u2018Why do young people decide to continue to volunteer over an extended period of time?\u2019\u2019 There were 158 volunteers (82 female and 76 male). The volunteers completed measures of motivation to volunteer, integra- tion, and satisfaction with the organization, merged effects due to voluntary service, social support, identity, and intention to volunteer on a first (Time 1) and a second research wave (Time 2). Results show that both disposi- tional and organizational variables are important in determining long-term volunteerism in young people and confirmed that role identity is the best predictor of intention to volunteer