Consumer-to-Consumer Relationships: Satisfaction with Other Consumers' Public Behavior

This national study of 554 adults investigated consumers' satisfaction with 32 behaviors in which other consumers may engage when in public business environments. Respondents were most pleased when other consumers demonstrated “gregarious” behaviors, but generally were displeased with “violent” or “grungy” behaviors. Satisfaction ratings also were found to vary somewhat by situational context (i.e., restaurant versus bowling center) and respondent characteristics (i.e., demographics, religion, smoking behavior, and alcohol consumption). Implications for consumers and businesses are discussed.