Neutralizing shyness in consumer behavior

Abstract

Shyness is a widespread phenomenon which is present in the lives of majority of people. Although it is important, it barely has been studied in business context. This thesis explores the way of neutralizing shyness by the psychological concept called misattribution of arousal, meaning the process of people making a wrong assumption of what cause them to feel aroused. The mechanism is studied in the business context, on the example of language course. Taking care of the shy customers may be useful for business owners who, by treating them differently, can attract new customers and therefore, earn money from that.