A Typology of Consumer Territorial Rudeness

Merlyn Griffiths, The University of North Carolina at Greensboro, USA
Mary Gilly, University of California, Irvine, USA
Service settings encouraging consumers to linger and mingle are growing in popularity and functionality in the marketplace. However, as opposed to socializing, consumers often behave territorially over the space they occupy in these public settings. Judging another’s territorial actions, some consumers perceive these behaviors as rude. This study explores consumer territorial rudeness as a growing aspect of consumer-to-consumer interaction in service environments. Qualitative techniques are employed to develop a typology of territorial rudeness and to suggest possible antecedents and consequences of these manifested behaviors.
[ to cite ]:
Merlyn Griffiths and Mary Gilly (2009) ,"A Typology of Consumer Territorial Rudeness", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 769-770.