Crowding auditivo : o impacto dos estímulos sonoros sobre a relação entre densidade humana e percepção de crowding
Autor(a) principal: | |
---|---|
Data de Publicação: | 2020 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da PUC_RS |
Texto Completo: | http://tede2.pucrs.br/tede2/handle/tede/9363 |
Resumo: | Crowding is one of the key elements present in the physical retail environment which influences consumer behavior. Through the study of the phenomenon, we seek to understand how consumers react to situations of high density in the consumption environment. Crowding is an interesting phenomenon because it is a dynamic environmental factor, as the number of customers in a consumer environment can vary throughout the day. In addition, store density can influence the perception of other factors present in the environment. Studies have already shown that, for practical purposes, it is important for managers to understand how perceived crowding affects the consumer's shopping experience in order to reduce its negative effects. Therefore, it is important to explore and understand the phenomenon under a multisensory approach, investigating all sensory stimuli that can generate perception of high density and consequent discomfort. It is noticed, then, that the literature produced on the subject so far emphasizes, for the most part, the visual perspective of crowding, treating it as a phenomenon based on stimuli captured by vision. Given its importance for communication with consumers and the ease in manipulating sound stimuli present in a retail environment, hearing stands out as a potential perspective for investigating the phenomenon in regard to the study of consumer behavior. Through the conduction of two experimental studies, the present thesis investigates the influence of sound stimuli representative of human density on perceived crowding, demonstrating that the visual and auditory (in)congruence perceived by consumers moderates this relationship. In addition, the results indicate that the effect of human density is mitigated in situations in which incongruence between visual and sound stimuli is perceived. Therefore, it appears that both human density and perceived crowding can be measured through sound stimuli, demonstrating that there is an auditory dimension to the phenomenon. Thus, the concept of auditory crowding is proposed. Furthermore, the study explores in greater detail the mechanisms through which auditory stimuli affect the relationship between human density and perceived crowding, demonstrating that the emotions of pleasure and arousal mediate such relationship, and that the isolated sound stimuli of human density have an effect on the emotions felt by consumers during the shopping experience. |
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Espartel, Lelis Balestrinhttp://lattes.cnpq.br/5047316573828849http://lattes.cnpq.br/9219083170477314Deyl, Fernanda Trindade2020-11-12T17:12:43Z2020-03-30http://tede2.pucrs.br/tede2/handle/tede/9363Crowding is one of the key elements present in the physical retail environment which influences consumer behavior. Through the study of the phenomenon, we seek to understand how consumers react to situations of high density in the consumption environment. Crowding is an interesting phenomenon because it is a dynamic environmental factor, as the number of customers in a consumer environment can vary throughout the day. In addition, store density can influence the perception of other factors present in the environment. Studies have already shown that, for practical purposes, it is important for managers to understand how perceived crowding affects the consumer's shopping experience in order to reduce its negative effects. Therefore, it is important to explore and understand the phenomenon under a multisensory approach, investigating all sensory stimuli that can generate perception of high density and consequent discomfort. It is noticed, then, that the literature produced on the subject so far emphasizes, for the most part, the visual perspective of crowding, treating it as a phenomenon based on stimuli captured by vision. Given its importance for communication with consumers and the ease in manipulating sound stimuli present in a retail environment, hearing stands out as a potential perspective for investigating the phenomenon in regard to the study of consumer behavior. Through the conduction of two experimental studies, the present thesis investigates the influence of sound stimuli representative of human density on perceived crowding, demonstrating that the visual and auditory (in)congruence perceived by consumers moderates this relationship. In addition, the results indicate that the effect of human density is mitigated in situations in which incongruence between visual and sound stimuli is perceived. Therefore, it appears that both human density and perceived crowding can be measured through sound stimuli, demonstrating that there is an auditory dimension to the phenomenon. Thus, the concept of auditory crowding is proposed. Furthermore, the study explores in greater detail the mechanisms through which auditory stimuli affect the relationship between human density and perceived crowding, demonstrating that the emotions of pleasure and arousal mediate such relationship, and that the isolated sound stimuli of human density have an effect on the emotions felt by consumers during the shopping experience.O crowding é um dos elementos presentes no ambiente físico de varejo que influencia o comportamento dos consumidores. Através do estudo do fenômeno, busca-se entender como os consumidores reagem a situações de alta densidade no ambiente de consumo. O crowding é interessante por ser um fator ambiental dinâmico, já que a quantidade de clientes em um ambiente de consumo pode variar ao longo do dia. Além disso, a densidade em loja pode influenciar a percepção dos demais fatores presentes no ambiente. Estudos já demonstraram que, para fins práticos, é importante que os gestores compreendam como a percepção de crowding afeta a experiência de compra do consumidor, buscando reduzir os seus efeitos negativos. Para tanto, é importante que o crowding seja compreendido sob uma abordagem multissensorial, preocupando-se com todos os estímulos sensoriais que possam gerar percepção de densidade elevada e consequente desconforto. Percebe-se, então, que a literatura produzida sobre o assunto até o momento enfatiza, em sua maioria, a perspectiva visual do crowding, tratando-o como um fenômeno baseado em estímulos captados pela visão. Dada a sua importância para a comunicação com os consumidores e a facilidade em manipular os estímulos sonoros presentes em um ambiente de varejo, a audição sobressai como potencial perspectiva de investigação de fenômeno pertinentes ao estudo do comportamento do consumidor. A partir da condução de dois estudos experimentais, a presente tese investiga a influência de estímulos sonoros representativos de densidade humana sobre a percepção de crowding, demonstrando que a (in)congruência visual e sonora percebida pelos consumidores modera tal relação. Além disso, os resultados indicam que o efeito da densidade humana é mitigado em situações em que é percebida incongruência entre os estímulos visuais e sonoros. Verifica-se, dessa forma, que tanto a densidade humana quanto a percepção de crowding podem ser medidas através de estímulos sonoros, demonstrando que existe uma dimensão auditiva do fenômeno. Propõe-se, assim, o conceito de crowding auditivo. Ademais, o estudo explora em maior detalhe os mecanismos através dos quais os estímulos sonoros afetam a relação entre densidade humana e percepção de crowding, evidenciando que as emoções de prazer e ativação medeiam tal relação e que os estímulos sonoros isolados de densidade humana têm efeito sobre as emoções sentidas pelos consumidores durante a experiência de compra.Submitted by PPG Administração e Negócios (ppgad@pucrs.br) on 2020-09-22T17:54:21Z No. of bitstreams: 1 FERNANDA_TRINDADE_DEYL_TES.pdf: 2208797 bytes, checksum: f8706b63138ad8c94774e6dde78f78ae (MD5)Approved for entry into archive by Sarajane Pan (sarajane.pan@pucrs.br) on 2020-11-12T17:03:33Z (GMT) No. of bitstreams: 1 FERNANDA_TRINDADE_DEYL_TES.pdf: 2208797 bytes, checksum: f8706b63138ad8c94774e6dde78f78ae (MD5)Made available in DSpace on 2020-11-12T17:12:43Z (GMT). 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dc.title.por.fl_str_mv |
Crowding auditivo : o impacto dos estímulos sonoros sobre a relação entre densidade humana e percepção de crowding |
title |
Crowding auditivo : o impacto dos estímulos sonoros sobre a relação entre densidade humana e percepção de crowding |
spellingShingle |
Crowding auditivo : o impacto dos estímulos sonoros sobre a relação entre densidade humana e percepção de crowding Deyl, Fernanda Trindade Crowding (In)Congruência Sonora e Visual Percepção de Controle Emoções Comportamento do Consumidor CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Crowding auditivo : o impacto dos estímulos sonoros sobre a relação entre densidade humana e percepção de crowding |
title_full |
Crowding auditivo : o impacto dos estímulos sonoros sobre a relação entre densidade humana e percepção de crowding |
title_fullStr |
Crowding auditivo : o impacto dos estímulos sonoros sobre a relação entre densidade humana e percepção de crowding |
title_full_unstemmed |
Crowding auditivo : o impacto dos estímulos sonoros sobre a relação entre densidade humana e percepção de crowding |
title_sort |
Crowding auditivo : o impacto dos estímulos sonoros sobre a relação entre densidade humana e percepção de crowding |
author |
Deyl, Fernanda Trindade |
author_facet |
Deyl, Fernanda Trindade |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Espartel, Lelis Balestrin |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/5047316573828849 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/9219083170477314 |
dc.contributor.author.fl_str_mv |
Deyl, Fernanda Trindade |
contributor_str_mv |
Espartel, Lelis Balestrin |
dc.subject.por.fl_str_mv |
Crowding (In)Congruência Sonora e Visual Percepção de Controle Emoções Comportamento do Consumidor |
topic |
Crowding (In)Congruência Sonora e Visual Percepção de Controle Emoções Comportamento do Consumidor CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Crowding is one of the key elements present in the physical retail environment which influences consumer behavior. Through the study of the phenomenon, we seek to understand how consumers react to situations of high density in the consumption environment. Crowding is an interesting phenomenon because it is a dynamic environmental factor, as the number of customers in a consumer environment can vary throughout the day. In addition, store density can influence the perception of other factors present in the environment. Studies have already shown that, for practical purposes, it is important for managers to understand how perceived crowding affects the consumer's shopping experience in order to reduce its negative effects. Therefore, it is important to explore and understand the phenomenon under a multisensory approach, investigating all sensory stimuli that can generate perception of high density and consequent discomfort. It is noticed, then, that the literature produced on the subject so far emphasizes, for the most part, the visual perspective of crowding, treating it as a phenomenon based on stimuli captured by vision. Given its importance for communication with consumers and the ease in manipulating sound stimuli present in a retail environment, hearing stands out as a potential perspective for investigating the phenomenon in regard to the study of consumer behavior. Through the conduction of two experimental studies, the present thesis investigates the influence of sound stimuli representative of human density on perceived crowding, demonstrating that the visual and auditory (in)congruence perceived by consumers moderates this relationship. In addition, the results indicate that the effect of human density is mitigated in situations in which incongruence between visual and sound stimuli is perceived. Therefore, it appears that both human density and perceived crowding can be measured through sound stimuli, demonstrating that there is an auditory dimension to the phenomenon. Thus, the concept of auditory crowding is proposed. Furthermore, the study explores in greater detail the mechanisms through which auditory stimuli affect the relationship between human density and perceived crowding, demonstrating that the emotions of pleasure and arousal mediate such relationship, and that the isolated sound stimuli of human density have an effect on the emotions felt by consumers during the shopping experience. |
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2020 |
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2020-11-12T17:12:43Z |
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2020-03-30 |
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