Abstract:

This research explores the influence of strangers’ non-interactive presence on consumers’ self-control. Data suggest that, comparing to situations with no one around, a consumer is more likely to fail in self-control when a stranger (or strangers) is present, even if there’s no interaction between them. And the more strangers there are, the more likely consumer’s self-control is going to fail. Moreover, the authors find that, this “stranger presence effect” is mediated by consumers’ impression management inclination and negative mood. And the mediation effect of impression management inclination is further moderated by product type.

Key words: Self-Control, Strangers’ Presence, Impression Management, Mood