Psychology researchers divide the world into two groups: those who tend to focus more on achieving tasks versus those who focus more on making connections with others. This idea is encapsulated in what’s known as goal theory.
Task-oriented shoppers typically focus on finding the things they need as quickly as possible and with the least amount of effort. Socially oriented shoppers, on the other hand, enjoy the presence of others while they shop.
There is experimental evidence that task-oriented shoppers are more likely to find even a handful of other shoppers nearby to be a crowd and an obstacle to a successful shopping trip. The same research suggests that social shoppers are actually energized by the presence of other consumers. These folks enjoy the experience more when there are others nearby, even if they don’t directly interact.
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