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Marketing research has longed for better ways to measure consumer behavior. In this paper, we explore using sociometric data to study social behaviors of group shoppers. We hypothesize that the interaction patterns among shoppers will convey their interest level, predicting probability of purchase. To verify our hypotheses, we observed co-habiting couples shopping for furniture. We have verified that there are sensible differences in customer behavior depending on their interest level. Whendoi:10.1145/1520340.1520692 dblp:conf/chi/KimCBB09 fatcat:jubdxljd7rhhfimztd6zgc2tku