Consumption Motivation and Perceptions of Malls: A Comparison of Mothers and Daughters

The central purposes of this paper are to explore whether adolescent consumers have different attitudes and perceptions of malls than adults, and to determine if specific motivations to consume influence these mall attitudes and perceptions. Data were gathered from 110 dyadic pairs of mothers and daughters. The data included information about the mothers' and daughters' perceptions of mall environmental variables, and their motivations to consume at shopping malls. The results indicate that mothers and daughters are motivated to consume by different factors, and that they differ significantly in terms of their perceptions of critical mall environmental variables.