Using Functional Near-Infrared Spectroscopy (fNIR) to Understand Perceived Retail Crowding (PRC) in Retail Environments

Ekaterina Korneva (Oklahoma State University)

Perceived crowding is a psychological state that occurs when a person's demand for space exceeds the supply (Stokols, 1972). Perceived Retail Crowding (PRC) can therefore be understood as an individual’s demand for space in a retail environment. Machleit, Kellaris, & Eroglu (1994) states that PRC consists of two dimensions: human crowding perceptions and spatial crowding perceptions. Research has shown PRC negatively affects shopping satisfaction (Eroglu, Machleit, & Barr, 2005) Previous studies have analyzed spatial crowding perception (Baum, & Davis, 1976; Machleit, Kellaris, & Eroglu, 1994). In this study, two different retail environment layouts (organic and linear) were developed using Virtual Reality(VR) to understand the difference in spatial crowding perception of these two environments. The retail spaces were created first using SketchUp, a software that helps a designer visualize and bring their concepts into perspective. The interiors for retail environments were developed based previous research on crowding (Baum, 1976). The primary hypothesis was that perceived crowding is higher in organic layouts than linear layouts due to the unfamiliarity of that interior space planning. 60 participants were randomly assigned to two Virtual Reality (VR) environments and spent approximately 5-7 minutes in the environment. The participant’s emotional responses were recorded through a Functional near-infrared spectroscopy (fNIR) device. They were also provided with a questionnaire to assess their emotional responses to the environment. Perceived Retail Crowding (PRC) was assessed through the emotional responses of the participants. The results of the study provide a new objective methodology of understanding human responses to retail environments as well as provide guidelines for designing retail interior environments. As a future graduate student in the Interior Design program, with experience in Virtual Reality, rendering programs, the functional near-infrared spectroscopy device, and human development I am prepared to present this research in a professional manner.