Resposta dos consumidores a alta densidade humana: o efeito moderador da necessidade de controle de compra e tendência à compra por impulso sob emoções negativas extremas

Abstract

Crowding at the point of sale influences the consumer and can generate negative emotions, resulting in an unfavorable relationship between the individual and the environment and influencing observed results such as satisfaction with the purchase and purchase intent. This relationship may be moderated by the purchaser’s need for control, which appears to influence the individual's relationship with others at the point of sale, to acquire goods in a satisfactory manner, or even to moderate the impulse buying tendency, which can be observed in consumer behavior at the moment of the purchase, by obtaining products that the consumer had no intention of buying. Due to various reasons, including environmental stimuli, such as crowding at point of sale, the consumer may end up making more impulse buys. The relationship between crowding and purchase decision making was not observed in any previous study that would examine the effect of extreme negative emotions related to crowding, which is expected to receive moderation from the purchaser’s need for control and impulse buying tendency. The aim of this study was to test the effect of crowding and extreme negative emotion in satisfaction and purchase intent in the retail environment, tempered by the purchaser’s level of need for control and impulse buying tendency. An experimental methodology was used, with the use of a photograph as a stimulus for a sample of 205 people. Data were analyzed using the ANOVA. The results showed that high crowding negatively influences the individual and can cause negative emotions that lead to lower satisfaction and buying intention, even when moderated by the purchaser’s need for control and impulse buying tendency.