O Odor do Café e a (In)Congruência da Atmosfera de Loja
DOI:
https://doi.org/10.5020/2318-0722.2023.29.e12513Palavras-chave:
atmosfera de loja, odor, café, congruência, experimentoResumo
Esse estudo buscou investigar a relação entre o odor do café em atmosferas (in)congruentes de loja e a intenção de recomendação do ambiente pelo consumidor. Para tanto, foi realizada uma pesquisa de natureza quantitativa e de caráter causal, com desenho experimental fatorial (2x2), com designs de grupos independentes (between subject), por meio de um estudo experimental em laboratório, com 201 participantes divididos aleatoriamente em quatro cenários de manipulação. Constatou-se que a simples associação do ambiente com o café trouxe respostas positivas dos consumidores em relação à atmosfera de loja. Assim, quando a atmosfera de loja é congruente com o cheiro do café, indivíduos possuem maior intenção em recomendá-la, independentemente da existência do odor do café no ambiente. No entanto, se a atmosfera é incongruente com tal cheiro, ainda que o odor do café esteja presente, as intenções de recomendação serão menores. A originalidade dessa pesquisa se dá na identificação de que, uma vez que a atmosfera de loja seja congruente com o cheiro do café, indivíduos terão maior intenção em recomendá-la, independentemente da existência do odor no ambiente. Tal achado é inédito, contribuindo para a reflexão no campo de estudo sobre congruência e odor na atmosfera de loja. Deste modo, fornecemos evidências que são úteis no design de atmosfera de lojas de varejo, reforçando a importância de obter um ambiente congruente com as percepções do consumidor sobre ele.
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