Lorenzo attended his first antique auction last night. He did not enjoy the experience because a number of the attendees smoked and Lorenzo does not smoke. Also a number of people did not seem serious about buying. It appeared to Lorenzo that some attendees were there simple to visit with their friends. Lorenzo was there to buy and he often had trouble hearing the auctioneer because of the talking. In terms of customer participation, what is the term used to describe Lorenzo's interaction with the other attendees. What advice would you give the auction house if they wanted to improve the auction experience for customers?