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.