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Abstract
Some of the determinants and outcomes of retail crowding were investigated empirically. A methodology that jointly uses color slides and scenarios in a laboratory setting was developed to operationalize the concept of retail crowding and to simulate a shopping situation. The results confirmed the hypothesized positive relationship between retail density and retail crowding perceptions. Under high retail density conditions, task-oriented shoppers experienced more retail crowding and less satisfaction with the shopping environment than non-task-oriented shoppers. The perceived risk and time pressure associated with purchase were shown to intensify retail crowding perceptions only under conditions of high retail density. Significant correlations were found between time pressure associated with shopping and satisfaction obtained from shopping in that environment. At higher levels of retail density, time pressure was found to negatively affect satisfaction with the shopping environment.