Consumer behaviour in recreation areas of shopping malls: A mixed methodology and mixed method approach

    Project Details


    The project shall reveal that a recreation area designed according to humans's evolutionary needs elicits behaviour associated with well-being. The investigations shall be put into an economically relevant context. Key parameters of consumer behaviour will be used to measure the emotional response to the recreation area. The number of puchases will be introduced as measurable quantity. In addition, to describe and to understand the motivational basis for the obeserved consumer behaviour, a qualitative, exploratory approach has been chosen.

    Financing body

    Oesterreichische Nationalbank (Jubiläumsfonds)
    Effective start/end date1/07/0231/07/04

    Austrian Classification of Fields of Science and Technology (OEFOS)

    • 502019 Marketing