Rev. Adm. UFSM, Santa Maria, v. 13, número 2, p. 355-375, 2020 - 355 - SATISFACTION AND IMPULSIVE BUYING IN THE BEHAVIOR OFRESIDENTS AND TOURISTS IN STORES WITH HIGH HUMAN DENSITY: THE MODERATING INFLUENCE OF THE CROWDING PERCEPTION. ABSTRACT This study analyses the moderator infuence of the crowding percepton about relatons between the utlitarian or hedonic value percepton, impulsive buying and the satsfacton customer locals and tour- ists in the retail context of tourist city. The choice of this scenario was motvated by the lack of research evaluatng the buying relatons when the high people’s density is observed in environments that crowding consumers accustomed or not to human density. The work contributes to the advancement of studies on crowding to analyze the phenomenon in tourism environment by assessing the infuence of context and to consumer habit in to their reactons you human density. It was realized survey with residents and tourists. Dates were analyzed using structural equaton modeling multgroup. In general, it was concluded that the tourists don’t sufer from the crowding in signifcantly store environment, unlike the residents who show discomfort with this phenomenon. Keywords: Crowding; Hedonic and utlitarian value percepton; Impulsive buying; Satsfacton. Gabriela Martns dos Santos 1 Marlete Cassia Oliveira Ferreira 2 Flávio Santno Bizarrias 3 Marcelo Moll Brandão 4 DOI: 10.5902/19834659 28165 Submission: 17/07/2017 Accept: 27/09/2018 Afliaton Federal Insttute of Educaton, Science and Technology of São Paulo Country, Brazil, Specializaton in Financial Management from the Federal Insttute of Educaton, Science and Technology of São Paulo (2019). Graduate in Process Management of the Federal Insttute of Educaton, Science and Technology of São Paulo (2014). Experience in Management with emphasis in Public Management. Currently accountng technician in the Federal Insttute of Educaton, Science and Technology of São Paulo. E-mail: gabicaragua@gmail.com. ORCID: htps://orcid.org/0000-0002-5407-0165 2 Afliaton: Federal Insttute of Educaton, Science and Technology of São Paulo Country, Brazil, PhD in Business Administraton from UNINOVE and Interdisciplinary master’s degree in Administraton, Communicaton and Educaton. Bachelor’s degree in Social Communicaton Qualifcaton in Advertsing, Graduaton in General Administraton, Graduaton in Pedagogy. Professor at the Federal Insttute of Educaton, Science and Technology of São Paulo - Caraguatatuba. She has experience in Administraton, mainly on General Administraton and Marketng, working on the following subjects: marketng, consumer behavior, retail, emoton, crowding and coping. E-mail: marletecassia@gmail.com. ORCID: htps://orcid.org/0000-0002-9506-9785 3 Afliaton UNINOVE, Country Brazil, Postdoctorate in Internatonal Marketng from ESPM-SP. He is a Professor and Researcher at the Stricto Sensu Graduate Program in Project Management (PPGP) at Nove de Julho University. PhD in Business Administraton and master’s degree in business administraton from Nove de Julho University, Professor of Higher Educaton at the same IES. He has a specializaton in Marketng from ESPM-SP and a degree in Business Administraton from Universidade Presbiteriana Mackenzie (2000). His main research subjects are: marketng and project management, consumer behavior, implicit (automatc) brand attudes, crowding, and consumer identty. He has professional experience in Administraton, mainly on Marketng. E-mail: favioxsp@hotmail.com. ORCID: htps://orcid.org/ 0000-0001-5574-7820 4 Afliaton, UNINOVE, Country Brazil, PhD in Business Administraton from EAESP/FGV. He currently works at the Administraton Department of Espírito Santo Federal University. He is a Professor and Researcher at the Stricto Sensu Graduate Program in Administraton at Espírito Santo Federal University. Marcelo does research in Quanttatve Social Research, Business Administraton and Marketng. Atractveness of the Agglomeraton and perceived life of quality on the neighborhood in the metropolitan regions’; consumer behavior; Marketng expenses and outcomes. E-mail: mollmkt@gmail.com. ORCID: htps://orcid.org/0000-0002-8593-734X