Resumen de The effect of social interaction on economic transactions: : Evidence from changes in two retail formats

Avi Goldfarb, Ryan C. McDevitt, Sampsa Samila, Brian S. Silverman

• Examining changes in two different retail formats, we show that consumers alter their purchases depending on the retail environment. In both settings, the change in behavior coincides with a reduction in the interpersonal interaction required to complete a transaction. As such, we contend that the format changes reduced a “social friction” that would otherwise inhibit consumers due to an implicit cost associated with ordering certain items in social settings