"... people generally experience a strong motivation to associate themselves meaningfully with groups of 'kindred spirits' to reduce feelings of boredom and loneliness. To cope with and alleviate such feelings of loneliness, people pursue various strategies, including shopping (Rubenstein and Shaver 1980). The desire for human interaction thus may drive some shoppers to stores in which they find salespeople friendly and communicative."

Yue Pan and George M. Zinkhan, “Determinants of retail patronage: A meta-analytical perspective,” Journal of Retailing 82, no. 3 (2006): 229-243. p.231