Crowding under the Auditory Perspective

Fernanda Trindade Deyl, Lélis Balestrin Espartel

Resumo


O ambiente de loja apresenta grande importância sobre a experiência de compra pelo consumidor. Nos últimos anos, a quantidade de estudos acerca da atmosfera de loja tem aumentado, com produção de pesquisas sobre os mais diversos elementos presentes no ambiente varejista: iluminação, aromas, atendimento, densidade, entre outros. Estudos já demonstraram que, para fins gerenciais, é importante que os varejistas compreendam como a percepção de crowding afeta a experiência de compra do consumidor, sendo necessário investigar formas de reduzir seus efeitos negativos e acentuar seus efeitos positivos. Para tanto, é importante que os gestores percebam o crowding sob uma abordagem multissensorial preocupando-se com todos os estímulos sensoriais que possam gerar a percepção de densidade elevada e consequente desconforto. Verifica-se, contudo, que a literatura existente sobre o assunto enfatiza, em sua maioria, a perspectiva visual do crowding, não havendo produção sobre o fenômeno abordado sob outros pontos de vista sensoriais. A audição é apresentada como um dos principais sentidos do ser humano, e, a partir disso, este artigo tem por objetivo sugerir uma abordagem mais completa para o estudo de crowding, enfatizando não apenas variáveis visuais que provocam a sensação do fenômeno, mas também as variáveis sonoras presentes em qualquer ambiente de loja e que podem exercer impacto sobre a percepção de crowding


Palavras-chave


Crowding; Marketing Sensorial; Audição

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DOI: https://doi.org/10.18256/2237-7956/raimed.v7n1p93-113

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