Consumers’ first impressions of consumption environments: a cultural perspective

Pirjo Laaksonen, Martti Laaksonen, Ari Huuhka, Carmen Rodríguez Santos

Resumen


El propósito de este trabajo es analizar las diferencias culturales entre los consumidores finlandeses y españoles en lo que respecta a los aspectos visuales de los entornos de consumo. El texto aborda estas cuestiones mediante la ampliación del análisis de la percepción de los consumidores de las claves del entorno al estudio de la experiencia de los entornos de consumo. El objeto de este artículo es, en primer lugar, analizar los generadores de las primeras impresiones visuales en el consumidor y, en segundo lugar, estudiar el mecanismo de aproximación-evitación al evocar la dimensión de los entornos visuales. Los datos se recogieron mediante entrevistas personales en Finlandia y España. Se mostraron seis fotos de interiores de cafés a 200 encuestados de Finlandia y a otros 200 encuestados de España. A los encuestados se les pidió que eligieran el café al que les gustaría y al que no les gustaría ir y después decir por qué lo habían elegido. En el artículo se explica la forma en que los generadores de las primeras impresiones visuales (rasgos distintivos, estilo, atmósfera, funcionalidad y accesibilidad) se relacionan con los cuatro mecanismos de aproximación-evitación al evocar las dimensiones de los entornos visuales (percibir, pensar, sentir y actuar) Los resultados iniciales indican cómo una misma dimensión evaluativa puede producir tanto conductas de aproximación como de evitación. En el documento se señalan y analizan las diferencias culturales en lo que se refiere a las estimaciones de los consumidores y a la interpretación de los entornos visuales.

The purpose of this paper is to analyze cultural differences between Finnish and Spanish consumers with regard to the visual aspects of consumption environments. The paper approaches these issues by extending the analysis of consumers’ perception of environmental cues to the analysis of the experiencing of consumption environments. The objectives of this paper are first to examine what are the creators of consumers’ visual first impressions, and second to examine the approach and avoidance evoking dimensions of visual environments. The data was collected with personal interviews in Finland and Spain. Six photos of the interiors of cafés were shown to 200 respondents from Finland and to 200 respondents from Spain. The respondents were asked to select the café where they would like and would not like to go, and then to say why they had chosen them. The paper discusses how the creators of visual first impressions (distinctive features, style, atmosphere, functionality and accessibility) are related to the four approach and avoidance evoking dimensions of visual environments (the sense, think, feel, and act type of experiences). The initial findings indicate how a same dimension of evaluation could evoke both approach and avoidance behavior. The paper points out and discusses the cultural differences in consumers’ evaluations and interpretations of visual environments.

Palabras clave


Primera impresión visual; Entorno de consumo; Cultura; Visual first impression; Consumption environment; Culture

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DOI: http://dx.doi.org/10.18002/pec.v0i2010.765

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Copyright (c) 2010 Pirjo Laaksonen, Martti Laaksonen, Ari Huuhka, Carmen Rodríguez Santos

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