O efeito do contraste de cores na percepção de crowding: uma análise através da distância espacial

Abstract

Crowding is a perception of crowd in retail environments, referring to a restriction of available space and integrating both environmental and human factors. This understanding comes from combining different factors that can influence crowding, such as environmental visual stimuli and psychological and cognitive aspects, through positive or negative emotions. This research investigates how black and white contrast stimuli influence the perception of crowding and the extent to which spatial distance moderates this relationship, from a construal level theory (CLT) perspective. Through two complementary experiments, environmental (colors) and psychological (spatial distance) stimuli were integrated. In study 1, a field experiment was conducted among subjects (N=59), who were exposed to black (white) contrast stimuli and responded to a spatial crowding measurement scale. The results confirmed H1, showing that the black contrast environment generated a space reduction effect and the white contrast generated a space increase effect, thus influencing the perception of crowding. Study 2 was conducted in a laboratory using an eye-tracking tool, combining spatial distance and color contrast stimuli. The experiment was applied among subjects (N=124), who were exposed to near (far) stimuli and instructed to simulate shopping in an environment with black (white) contrast stimuli. At the end, participants responded to a scale measuring spatial crowding, human crowding, and intolerance, in addition to two questions about their emotional state. The experiment confirmed H2: the moderation of far spatial distance was more significant in white contrast for spatial crowding and more significant in near distance for black contrast for human crowding. At the same time, study 2 confirmed H3 by highlighting emotions such as irritability and excitement as enhancers of human crowding in the black contrast. The research advances the literature by relating effects of perceptual salience and environmental perception, moderated by a psychological variable, shaping subjective assessments of density. It distinguishes spatial and human crowding as antecedents of intolerance. From a managerial perspective, it implies strategies for optimizing layout and positioning of elements to reduce crowding and lessen the negative impacts of intolerance.