Polish researchers have analysed retailers’ attitudes during the COVID-19 pandemic. The study by SWPS University researchers found that the limited number of customers in shops during the COVID-19 pandemic fostered unfavourable behaviour by retailers towards shoppers.

“We wanted to demonstrate that limiting social interactions by covering faces and keeping a distance has several negative side effects. These measures can undermine social norms and lead to tangible material losses”, says Dr Maciej Koscielniak from the Institute of Psychology at SWPS University.

During the COVID-19 pandemic in Poland, as in most countries around the world, various restrictions were introduced to stop the spread of the SARS-CoV-2 virus. These included wearing masks, banning gatherings, and limiting the number of people shopping in shops at the same time.

The survey was conducted in 216 grocery shops in Poland between June and September 2021. Most surveyed retailers (over 78 %) were women. The shoppers, played by two adults aged around 50 and two teenagers, were asked to buy a specific product, and give the seller more money than the price indicated on the product. Some wore masks covering their nose and lower face during the study, while the other group wore a face-revealing cover.

The study found that the covered, or uncovered, face of the customer had no effect on the honesty of the sellers. Instead, the number of customers in the shops mattered. A customer who shopped in the presence of others was more than three times more likely to give honest change than one who was alone with a salesperson.

“While maintaining social distance is important for public health, it can inadvertently encourage unfair practices. Shops should therefore consider establishing more rigorous monitoring systems. In turn, customers should be more vigilant to minimise the risk of being treated unfairly”, points out Dr Koscielniak.

Arkadiusz Słomczyński