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- Title
Crowding sob a Perspectiva Auditiva.
- Authors
Trindade Deyl, Fernanda; Balestrin Espartel, Lélis
- Abstract
The store environment has a great importance over consumer purchase experience. In the last two decades, the amount of studies about the subject has been growing, with recent research regarding lighting, scents, services, density, etc. Previous research has shown that for managerial purposes, it is important for retailers to understand how the perception of crowding affects the shopping experience; therefore, it is necessary to investigate ways to reduce its negative effects and to accentuate its positive effects. It is important that managers perceive crowding under a multisensorial light, taking into account all sensory stimuli that may generate the perception of high density and consequent discomfort. Existent literature about the subject, however, mostly emphasizes the visual perspective of crowding, so there is little production approaching the subject under other sensory stimuli. Hearing is one of the main human senses, therefore, through the development of a theoretical essay, this article's objective is to suggest a more complete approach to the study of the crowding phenomenon, emphasizing not only the visual variables that cause it, but also the sound variables present in any space of the store, and that may impact the perception of crowding. An analysis of the literature allows the authors to develop propositions of future researches that may explore the auditory dimension of the crowding phenomenon.
- Publication
RAIMED: Revista de Administração IMED, 2017, Vol 7, Issue 1, p93
- ISSN
2237-7956
- Publication type
Article
- DOI
10.18256/2237-7956/raimed.v7n1p93-113