Estímulos Sensoriais e seus Significados para o Consumidor: Investigando uma Atmosfera de Serviço Centrado na Experiência

Abstract

The research sought to identify the meanings attributed by consumers to sensory stimuli in an atmosphere of service centric experience. From a qualitative approach, the case study method with phenomenological inspiration was used. Through techniques of observation, interview, analysis of content and discourse, it was possible to characterize the case and apprehend the consumer perception related to their consumption experience. Although be intrinsic to the individual as to the interpretation of consumption experience, from sensory stimuli, there was a sharing of meanings, which implies the success of the case investigated when establishing its atmosphere and proposal experience. The work contributes to a better understanding of the influence of store atmosphere on consumer behavior and provides an alternative perspective to the investigation of consumption experience phenomenon in retailing contexts.