Prosocial, Asocial,

and Antisocial
Evaluation
An observance of holiday shopping behaviors

by Lorraine G. deDanann

For this activity, I have chosen to observe holiday

shoppers in local retail stores such as Target, Smiths
Marketplace, Gamestop, and World Market.
I observed the shoppers during low activity times,
such as a weekday afternoon, and at high activity
times, such as the afternoon of November 27th (Black
Friday).
I did not witness behaviors during extremely busy
times, such as the morning of Black Friday.

 First observation: Early weekday afternoon at Smiths

Marketplace. Observed a few retirees, mothers with young
children, and a couple of middle aged men shopping for
clothing, toys, and holiday decorations.
Second observation: Afternoon of Black Friday at Target, with
a full parking lot of shoppers. Fellow patrons throughout,
shopping for holiday items, clothing, and regular household
items.
Third observation: Evening of Black Friday at World Market.
Store is rather full, and the line to check out is about 20 people
deep. Families and individuals of all kinds.
Fourth observation: Sunday morning at Gamestop, with two
couples shopping for their children, and three young
individual gamers.

Observed Prosocial Behaviors

1. People assisting other shoppers in getting items from high shelves.
2. A person sharing a coupon with a fellow shopper for an item in
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4.
5.
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their cart.
People discussing personal experiences about an item with a fellow
shopper.
People sharing prices at other stores with other shoppers (I saw
that on sale at this store)
People being courteous and generally good natured.
People smiling at children and other patrons.

Observed Asocial Behaviors

1. People ignoring fellow shoppers.
2. People avoiding aisles with other shoppers.
3. People reading their cell phone in the store.
4. People avoiding eye contact or other interaction.
5. People blocking aisles, generally not paying attention to others

in their vicinity.
6. Not observed, but shopping online (avoiding other people
altogether) would be an asocial behavior.

Observed Antisocial Behaviors

1. People blocking aisles with their carts in an aggressive fashion (for
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4.
5.
6.

instance, blocking an item that others may want to reach),

People blocking aisles or walkways in groups, without allowing
others to pass through.
People throwing items on the floor, such as clothing or toys, or
leaving messes behind.
People speaking rudely or patronizingly to store employees, or
being demanding.
Complaining or being impatient while standing in line.
Shopping Cart Rage.

The holidays can bring out good feelings of togetherness and

happy times, or can bring out the stress of obligations and social
pressures.
Social psychology shows us that those who are in a good more are
more likely to be prosocial, and that those in a bad mood are less
likely to be prosocial, suggesting that those in a bad mood may be
either antisocial or asocial.

Good mood = Prosocial

Those shoppers who were prosocial assisting others in
getting items from a high shelf, or having a lively discussion
with a fellow shopper are more likely to have been in a
good mood or had positive feelings about the holiday season.

Bad mood + Aggression = Antisocial

Those shoppers who were antisocial, blocking aisles with carts,
throwing items on the ground, or speaking rudely to
employees or fellow shoppers, are more likely to have stress or
aggression related to the holidays or holiday shopping.

Bad mood and/or Introverted = Asocial

Asocial shoppers may be mixed, as they may be introverted,

or have difficulty socializing in a public place, or with
individuals they do not know. Or they may feel some level
of antisocial behavior, but without the outward aggression
of those individuals showing antisocial behaviors.

References
Antisocial Behavior - Causes and characteristics, Treatment. (n.d.).
Retrieved November 29, 2015, from
http://psychology.jrank.org/pages/37/Antisocial-Behavior.html
Antisocial Personality Disorder. (n.d.). Retrieved November 29, 2015,
from https://www.psychologytoday.com/conditions/antisocialpersonality-disorder
Aronson, E., & Wilson, T. (2015). Social psychology (Ninth ed.).