Muvuca na Loja Aumenta Compra por Impulso ou Afasta Consumidores? A Resposta Depende da Tolerância ao Crowding

• Autor(a) principal: Ferreira, Marlette Cassia Oliveira
• Data de Publicação: 2015
• Outros Autores: Bizarrias, Flávio Santino, da Silva, Jussara Goulart, Brandão, Marcelo Moll
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12111
• topic: Crowding Perception; Crowding Tolerance; Emotions; Coping; Impulsive Buy.; : percepção de crowding, tolerância ao crowding, emoção, coping, compra por impulso

The purpose of this research is to understand the influence of tolerance to crowding as moderating variable in the relationship between negative emotions and responses of consumers to the perception of crowding. Consumers' responses were captured through adaptive strategies and impulse buying. To test the hypothesis of the research was conducted a survey through the internet, with the use of a picture of high-density human supermarket as anchor of respondents buying situation searched. Tests were analyzed using structural equation modeling. The results showed that the negative emotion, response to crowding, does not influence adaptive strategies (coping) and reduces impulse buying when moderate tolerance to crowding. These results contribute to the studies of crowding phenomenon, especially regarding the strategies that consumers use in environments with high human density.