Le lien entre stimulation sensorielle, sensation thermique et comportement de fuite au sein du point de vente : Une application des lois de Fechner et de Stevens

Temperature is said to have a major impact on retailing management and energy savings. However, few studies have investigated its effect on point of sales' consumer behavior. This research aims at studying the effect of comfortable (19°C and 23°C) and uncomfortable (27°C) levels of temperature on (1) temperature perception and (2) perception of comfort and actual behavior (time spent in store). We base our reasoning on Fechner's and Stevens' laws, for hot temperature, which assume that the sensation varies as the logarithm of the stimulus intensity. We have conducted an experiment in a lab, by creating a mock book store in which the three levels of temperature were carefully controlled. Results show that the perception of increased temperature is lesser than the actual temperature rise. We also show the impact of temperature changes on discomfort perceptions and avoidance behavior. More specifically, when temperature increases, the time spent in store decreases, but less proportionally than actual temperature rise when we get out of the range of comfort. These results confirm psychophysical and ergonomics hypotheses.