Shop until you drop? An exploratory analysis of mall experiences

Purpose - The present exploratory study aims to link various fields of inquiry dealing with the consumer experience so as to conceptualise the mall experience and delineate its components. Design/methodology/approach - A total of 119 informants wrote narratives about their mall experience. Of these stories, 100 underwent narrative and content analysis in order to identify key components of the mall experience. Findings - The findings show that the mall experience can be conceptualised as a holistic subjective phenomenon, encompassing a behavioural core accompanied by cognitive and emotional reactions. Four different mall experiences were identified: seductive, interactive museum, social arena, and functional. Research limitations/implications - This exploratory study offers a theoretical conceptualisation of the mall experience. Originality/value - The paper offers a new conceptualisation of the mall experience, based on a behavioural core with associated cognitive and emotional reactions. The paper identifies four types of mall experience. It redefines the impact of the physical environment on customers' reactions; expands the theory regarding hedonic and utilitarian consumption; and stresses the social role of the mall.