Need for uniqueness: shopping mall preference and choice activity

Need for uniqueness: shopping mall preference and choice activity Since the store mix and product offerings of many regional shopping malls are very similar, often the primary discriminator between many of these centres is merely location. Making the choice to shop at a regional shopping mall other than the one nearest to one′s place of residence, therefore, does not appear to be a logical choice in many instances. Such behaviour, however, appears to be relatively common. It would appear, therefore, that regional shopping mall choice may not always be based solely on the offerings and location of the available shopping alternatives. Appears to provide support for the hypothesis that regional shopping mall choice can be an avenue for expression of an individual′s need for uniqueness. Suggests that outshopping activity as it relates to choice of regional shopping mall, may, at least in part, be prompted by the personal uniqueness which can be experienced by choosing to patronize regional shopping malls other than the one which is nearest to one′s place of residence. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Need for uniqueness: shopping mall preference and choice activity

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Publisher
Emerald Publishing
Copyright
Copyright © 1995 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590559510103954
Publisher site
See Article on Publisher Site

Abstract

Since the store mix and product offerings of many regional shopping malls are very similar, often the primary discriminator between many of these centres is merely location. Making the choice to shop at a regional shopping mall other than the one nearest to one′s place of residence, therefore, does not appear to be a logical choice in many instances. Such behaviour, however, appears to be relatively common. It would appear, therefore, that regional shopping mall choice may not always be based solely on the offerings and location of the available shopping alternatives. Appears to provide support for the hypothesis that regional shopping mall choice can be an avenue for expression of an individual′s need for uniqueness. Suggests that outshopping activity as it relates to choice of regional shopping mall, may, at least in part, be prompted by the personal uniqueness which can be experienced by choosing to patronize regional shopping malls other than the one which is nearest to one′s place of residence.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Dec 1, 1995

Keywords: Location; Retail trade; Shopping centres

References

  • Scarcity effects on value: a quantitative review of the commodity theory literature
    Lynn, M.

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