Particular psychological characteristics differentiate our experience of malls and shopping streets, and influence the desire to visit them. Following a study of 325 demographically different men and women, I present the six most important of them.

I conducted my research over the years 2014-2016. I did surveys to study both the perception of shopping streets and malls as general categories of commercial and service spaces (instead of focusing on specific brands) as well as the perception of specific shopping mall brands in Wrocław — Galeria Dominikańska, Pasaż Grunwaldzki and Świdnicka Street. In my research, I surveyed the personality, consumption styles and temperament of the participants. I have discovered the following regularities:

  1. The more impulsively someone buys, the more they like malls and shopping streets
  2. Shopping malls are better suited to those who value stability and predictability, don’t seek novelty or look for refined aesthetics.
  3. People who visit malls and shopping streets demonstrate more “gregarious” behaviour than consumers who don’t.
  4. “Temperamental” consumers visit malls and shopping streets more often than others.
  5. Consumers with deep pockets (in their own subjective opinion) visit shopping streets more often than those who consider themselves as less affluent.
  6. People with conciliatory nature were more inclined to recommend a mall to their friends, but also more highly assessed their trade and service potentials, readability, and services — in both the mall and in the street.

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That’s just a fragment of the article. You’ll find the full version at my Linked In profile page.