Efeitos de música ambiente sobre o comportamento consumidor : análise comportamental do cenário de consumo

AUTOR(ES)

Diogo Conque Seco Ferreira

DATA DE PUBLICAÇÃO

2008

RESUMO

Consumer Atmospherics is a research area that investigates the effects of specific environment characteristics in the behavior of consumers. In spite of the growth in published papers reporting its effects, there are very few research presenting a theoretical framework for the comprehension or proposing methods for its generalization to settings other than those investigated. The Behavior Perspective Model (BPM) was utilized to propose a radical behaviorist account of the consumer behavior, making the identification of the precise environment feature related to the atmospheric effect possible. The current researchs objective was to present a method for the investigation of a commonly atmospheric variable used in the literature, background music, in an operant paradigm, in a real consumer scenario. In Experiment 1, the background music of a movie rental store placed inside a university campus was manipulated, observing its effects on the quantity of rented movies, stores declared cash flow and the consumers impressions of the environment. In Experiment 2, a similar procedure was used to evaluate the effects of the quality of the background music on the conversion rates (to pass by the store to enter the store), stores declared cash flow and consumers impressions of the shopping environment, considering specifically the performance of different informative level stores. It was analyzed as a systematic replication of Experiment 1, in a more open consumer setting. The results show a relation of background music quality and the consumers impression of the environment e a increase in the declared cash flow in the conditions with the higher quality background music, for both experiments. The interpretation of these results as a motivational operation on the programmed utilitarian reinforcement is proposed. Some methodological issues prevents the generalization of these results, but they nonetheless point to a very fertile research area, to investigate the behavior scenario characteristics that alter the programmed reinforcement contingencies, utilitarian or informative, and its relationship with the consumers impression of the environment.

ASSUNTO(S)

behavior analysis comportamento do consumidor atmospherics psicologia consumer behavior análise do comportamento atmospheric

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