Shopping Companions and Their Diverse Impacts: A Systematic Annotated Bibliography

Research studies of shopping with companions, or “co-shopping,” have investigated different "types of companion" (e.g., children, spouses, parents, friends) and the nature of their influence on shoppers’ retail experience. By means of a systematic literature review guided by the standard review protocol PRISMA and qualitative content analysis, this paper offers a state-of-the-art overview of 66 studies and their findings, through the middle of 2023. It finds that sparse attention has been paid to shopping companions’ behaviors and personalities and that it is so far impossible to attribute their impacts on shoppers specifically to one or more types of companion. It also finds that the various factors that could facilitate understanding of how companions’ influences work in practice remain largely unexplored. In short, too little is known about how companions exert their influence and how shoppers process it and there remains much to be investigated about the interplay between shoppers, their companions, and an interacting salesperson. Our detailed findings and their implications could therefore usefully shape the agenda for future research into accompanied shopping. Plain Language Summary A systematic study of retail shopping companions and their various effects The purpose of this article is to explore the current state of research on the phenomenon of shoppers who visit retail environments with a designated companion. Through a systematic literature review following a standard review protocol (PRISMA) and subsequent qualitative content analysis, we summarize the findings of previous research on how companion shoppers have been studied and the effects of companions on the person they accompany. It becomes clear that while the general effects of companions on shoppers are well understood, there is a lack of understanding of how they generate their influence on shoppers and how shoppers go about the process of translating their influence into emotions and behaviors. Awareness of these processes can help retailers and their frontline employees better understand their customers and their companions, and thus shape the way they deliver their services at the point of sale.