2.6 - Consumer Behaviour & Personal Space
Understanding personal space
Personal space refers to the invisible 'bubble' of physical distance that individuals maintain around themselves to feel comfortable during social interactions. This concept is central to proxemics, which is the study of how people use space in communication and relationships. Personal space helps regulate social comfort and can vary based on individual, cultural, and situational factors.
Hall's four zones of interpersonal distance
Edward Hall, an anthropologist who pioneered proxemics in 1966, identified four distinct zones of interpersonal distance. These zones describe the typical distances people maintain depending on their relationship with others.
The four zones
| Zone | Description | Typical distance | Who can enter |
|---|---|---|---|
| Intimate | This is the closest zone, reserved for very personal interactions where physical contact or whispering might occur. | Less than 46 cm | Romantic partners, children, close family, and friends |
| Personal | Used for conversations with people we know well but not intimately. | 46–122 cm | Friends, family, and colleagues |
| Social | This zone is for interactions with people we do not know well, such as in professional or casual settings. | 122–366 cm | Acquaintances and strangers |
| Public | The farthest zone, used for addressing groups or in impersonal situations. | More than 366 cm | General public, such as in lectures or speeches |
Factors influencing personal space
Several factors can alter the size and shape of an individual's personal space 'bubble'.
Key factors affecting personal space
- Position of others - People often feel more comfortable with someone standing or sitting to their side rather than directly in front or behind.
- Individual differences - These include gender, age, culture, autism, and traumatic brain injury (TBI).
- Social context and situation - Crowded environments and the intimacy of relationships or familiarity with others typically reduce the need for personal space.
Functions of personal space
Personal space serves important psychological functions by helping individuals manage their internal states and interactions.
Main functions
- Overload prevention - Personal space stops overstimulation from others getting too close.
- Arousal regulation - It keeps emotional arousal at an optimal level.
- Behavioural constraint - People use strategies to maintain their space, control, and freedom in their actions.
Key study: Robson et al. (2011) on table spacing in restaurants
This study examined how table spacing in restaurants affects consumer comfort, privacy, and behaviour, considering factors like dining partner and culture.
Method
- The research was an experiment using an independent measures design, where participants were randomly allocated to conditions.
- Data was collected via a web-based questionnaire showing images of restaurant tables.
- Independent variables included table spacing (6, 12, or 24 inches apart) and dining partner (business colleague, friend, or romantic partner).
- Dependent variables were measured using seven-point Likert scales (from 1 = strongly disagree to 7 = strongly agree) assessing beliefs, emotional responses, and behavioural intentions.
Participants
- The sample consisted of 1,013 American adults, mostly white (80%), with 53% female; ages ranged from under 21 (6.1%) to over 50 (39%).
- Participants were recruited through a sampling company that shared a survey link.
Procedure
- Participants imagined dining with one of three partner types while viewing table images.
- They completed questionnaires on their reactions.
- Controls included random allocation to minimise participant variables, and confidentiality was ensured without identifying information. Privacy was not invaded.
Results
Closer table spacing led to greater discomfort, dissatisfaction, and perceived lack of privacy.
Reactions by table spacing:
| Table spacing | Participants' reactions |
|---|---|
| 6 inches | Participants worried about being overheard or disrupting others; 70% would request reseating, especially in romantic scenarios. |
| 12 inches | Negative feelings persisted but respondents felt more in control than those in the 6 and 24 inch groups. |
| 24 inches | Negativity was lowest, though 35% still felt uncomfortable. |
Individual differences and their effects:
| Individual differences | Effect on attitudes/preferences |
|---|---|
| Age | Younger participants were more positive than older participants at 6 inches and more stressed at 24 inches. |
| Gender | Women felt more stress, less control, and greater discomfort than men, who felt more arousal at each distance. |
| Ethnicity | Asian participants were more comfortable and in control at both 6 and 24 inches than other groups. |
| Frequency of restaurant visits | Frequent restaurant diners were more comfortable at all distances than non-frequent diners. |
| Residence | People from densely populated areas were more aroused by close proximity than those from less densely populated areas. |
Conclusions
- Consumers, especially women, dislike closely spaced tables, especially during romantic dates.
Evaluation
- Strengths - The questionnaire method avoided real discomfort, maintaining ethics.
- Limitations - As a web-based study, it lacked real-world validity; cultural representation was limited mostly to Americans.
Relevant research: Milgram et al. (1986) on queue jumping
This study explored reactions to invasions of personal space in queues, focusing on factors like the number of intruders and the presence of non-reactive buffers.
Method
- The research involved field experiments where confederates (actors in the study) attempted to jump queues 129 times at New York locations like ticket counters and betting shops.
- Independent variables were the number of intruders (one or two) and the presence of buffers (non-reactive confederates positioned before or after the intruder, who faced forward without responding).
- A covert non-participant observer recorded responses.
Procedure
- Confederates tried to cut in line, with or without buffers.
- Observers noted physical, verbal, or non-verbal objections from real queue members.
Results
Objections were more common with two intruders and no buffers.
Types of objections:
| Type | Examples | Frequency |
|---|---|---|
| Physical | Touching, sleeve tugging, shoulder tapping, pushing | 10% |
| Verbal | Statements like "Excuse me, you have to go to the back of the line" | 22% |
| Non-verbal | Hostile stares and gestures | 15% |
Frequency by conditions:
| Number of intruders | Number of buffers | Frequency of objections |
|---|---|---|
| 1 | 0 | 54% |
| 1 | 1 | 25% |
| 1 | 2 | 5% |
| 2 | 0 | 91% |
| 2 | 1 | 25% |
| 2 | 2 | 30% |
Conclusions
- Objections to queue jumpers are more common with two intruders and no buffers.
Evaluation
- Strengths - Combined quantitative tallies of objections with qualitative field notes for rich data; naturalistic settings increased ecological validity.
- Limitations - Covert observation raised ethical issues like deception, lack of consent, and potential harm; uncontrolled variables in public settings might reduce internal validity.
Issues and debates in personal space research
Research on personal space often explores broader psychological debates, such as the balance between individual traits and situational influences, as well as cultural variations.
Individual and situational explanations
- Situational explanations focus on external factors, like social context (e.g., who we are dining with) or proximity in queues (e.g., buffers).
- Individual explanations emphasise personal characteristics, such as culture, gender, age, or neurodiversity, which shape preferred distances and responses to invasions.
Cultural differences
- Cultures vary in personal space norms; for example, hotter climates correlate negatively with preferred distance.
- People in short-term orientation cultures (e.g., the US) might be more likely to object to queue jumpers than people in long-term orientation cultures.