摘要：This article aims to enhance the understanding of the psychology of consumer behavior during services experiences. It works with an environmental psychology framework because of its ability to explore interactions between customers and servicescapes. By using examples from the environmental lighting stimuli, it provides some insights into the management of service physical facilities by integrating service phenomenon and human existence. It elaborates further on the themed environments and presents a strong argument concerning the fulfillment of consumer perceptual experiences in the “moments of truth”. Within this context, a coherent conceptual framework is ferreted and shows some long forgotten aspects that reveal new opportunities for using lighting resources and drama theory in service production.
其他摘要：This article aims to enhance the understanding of the psychology of consumer behavior during services experiences. It works with an environmental psychology framework because of its ability to exploreinteractions between customers and servicescapes. By using examples from the environmental lighting stimuli, it provides some insights into the management of service physical facilities by integrating service phenomenon and human existence. It elaborates further on the themed environments and presents a strong argument concerning the fulfillment of consumer perceptual experiences in the “moments of truth”. Within this context, a coherent conceptual framework is ferreted and shows some long forgotten aspects that reveal new opportunities for using lighting resources and drama theory in service production.
关键词：Services marketing;environmental psychology;postmodern consumerism;lighting;themed environments;Marketing de serviços;psicologia ambiental;consumo pós-modernista;iluminação;cenários temáticos
