Malls and consumption motivation: an exploratory examination of older Generation Y consumers

Although malls have been a topic of interest to marketing researchers for at least 35 years, the attraction between malls and Generation Y consumers has received little interest from marketing academics. This study focuses on the attitudes that the older segment of Generation Y consumers (19‐25) have toward a mall, and on their consumption motivation. Key findings include that Generation Y consumers are more likely to be objectively rather than socially motivated to consume. The findings also suggest that objective motivations to consume predict an individual consumer's perception of a shopping mall's ambience, layout, and his or her involvement in the shopping process. Social motivations to consume predict perceptions of a mall's ambience, design, variety, and excitement, as well as the consumer's desire to stay and intent to return to the mall. Managerial implications include using objective information, such as price‐oriented promotions, when trying to attract older Generation Y consumers.