Study Finds Self-Conscious Self-Checkout Users

A research study on shopper attitudes toward self-checkout systems suggests that some shoppers may feel self-conscious about using the technology in the presence of another user, and that retailers should manage store layout and advertising to address shoppers' concerns. The study, funded by Villanova University here, examined whether a shopper's ability to comfortably and effectively

VILLANOVA, Pa. — A research study on shopper attitudes toward self-checkout systems suggests that some shoppers may feel self-conscious about using the technology in the presence of another user, and that retailers should manage store layout and advertising to address shoppers' concerns.

The study, funded by Villanova University here, examined whether a shopper's ability to comfortably and effectively use self-checkout equipment is affected by the presence of other shoppers usi

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