Do brazilians like crowding? The impact of human density on purchase behavior
This study investigated how the changes in human density in stores affect the consumers’ perception of crowding and satisfaction. Two experiments were conducted to test how shoppers behave in different levels of store crowding, moderated by the variables: familiarity, acumen towards the st...
| Autores: | , |
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2012 |
| País: | Brasil |
| Recursos: | Fundação Getulio Vargas (FGV) |
| Repositório: | Revista de Administração de Empresas |
| Idioma: | português |
| OAI Identifier: | oai:ojs.periodicos.fgv.br:article/30396 |
| Acesso em linha: | https://periodicos.fgv.br/rae/article/view/30396 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Retail human density crowding income familiarity aesthetic acumen Densidad humana en el comercio minorista renta familiaridad perspicacia estética Densidade humana no varejo renda familiaridade perspicácia estética |
| Resumo: | This study investigated how the changes in human density in stores affect the consumers’ perception of crowding and satisfaction. Two experiments were conducted to test how shoppers behave in different levels of store crowding, moderated by the variables: familiarity, acumen towards the store aesthetics, and consumers’ income. The moderation tests indicated that while higher familiarity reduces the negative responses to crowding, higher levels of aesthetic acumen have an opposite effect. The results indicated non-significant differences in consumers’ responses between the low and medium stores human density levels, but showed a substantial increase of negative responses between the medium and high density level. The results indicated non-significant differences between lower and upper income responses. This paper brings not only managerial suggestions, but offers a significant contribution to a better understanding and integration of conceptual frameworks about the crowding phenomenon, and suggests many avenues for further investigation. |
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