Exploring in-store shopping experiences and resultant purchasing influence: an autoethnographic approach

Within this chapter you can read an autoethnography focusing on the consumer’s experience of being influenced by other shoppers within a retail environment whilst purchasing ready-to-wear fashion brands. We define influence, in this case, as a causal, subconscious, attitudinal shift which will impact upon purchasing behaviour; this attitudinal shift can be either consonant or dissonant. We draw on literature from a body of research which includes consumer behaviour, influence and consumption symbolism. The outcomes of this chapter relate to the way in which it may be possible for retail outlets to manage the consumer experience in the sense that they may be influenced by other customers, or indeed, unobtrusive, or ‘disguised’ store employees to impact in a positive way upon the consumer experience and the development of retail strategy. Following an exploration of the pertinent concepts found in extant literature, a section explaining our methodological approach will be included, followed by the autoethnography itself, and a section on findings and conclusions. We end with an account of how highly qualitative research of this sort can offer insight for the development of retail strategy and improve business practice.