Shopping mall customer values: the national mall shopper and the list of values

In a national US study of heads of households, shopping mall behaviors and values are examined. Three-fourths of respondents reported visiting at least one shopping mall during a 2 month period. Among mall customers, during this 2 month period the average number of mall visits was 4.69, resulting in 5.35 purchases averaging $60.00 each. The study focuses on the values of mall shoppers, using the List of Values (LOV). It is hypothesized and found that frequent mall shoppers have higher needs than others for ‘sense of belonging’, ‘warm relationships’, and ‘security’. Their needs are also higher for ‘excitement’. It is hypothesized that needs for ‘self-fulfillment’, ‘self-respect’, and a ‘sense of accomplishment’ are negatively related to mall-visit-frequency; a result partially supported by the data.