El olor del café y la (in) congruencia de la atmósfera de la tienda
DOI:
https://doi.org/10.5020/2318-0722.2023.29.e12513Palabras clave:
ambiente de tienda, olor, café, congruencia, experimentarResumen
Este estudio buscó investigar la relación entre el olor del café en atmósferas (in)congruentes de las tiendas y la intención del consumidor de recomendar el ambiente. Para ello se realizó una investigación cuantitativa y causal, con un diseño experimental factorial (2x2), con diseños de grupos independientes (entre sujetos), mediante un estudio experimental en laboratorio, con 201 participantes divididos aleatoriamente en cuatro escenarios de manipulación. Se encontró que la simple asociación del ambiente con el café trajo respuestas positivas de los consumidores en relación al ambiente de la tienda. Así, cuando el ambiente de la tienda es congruente con el olor a café, los individuos tienen una mayor intención de recomendarlo, independientemente de la existencia del olor a café en el ambiente. Sin embargo, si el ambiente es incongruente con ese olor, aunque el olor a café esté presente, las intenciones de recomendación serán menores. La originalidad de esta investigación radica en la identificación de que, una vez que el ambiente de la tienda es congruente con el olor del café, los individuos tendrán mayor intención de recomendarlo, independientemente de la existencia del olor en el ambiente. Este hallazgo no tiene precedentes y contribuye a la reflexión en el campo de estudio sobre la congruencia y el olor en la atmósfera de la tienda. De esta manera, proporcionamos evidencia que es útil en el diseño atmosférico de tiendas minoristas, reforzando la importancia de obtener un entorno que sea congruente con las percepciones de los consumidores sobre el mismo.
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