Effects of mall atmosphere on mall evaluation: Teenage versus adult shoppers

What is the effect of mall atmosphere in mall evaluation? Is this effect mediated by self-congruity and functional congruity? Does the effect of mall atmosphere on mall evaluation differ between adult and teenage shoppers? If so how? The research reported in this paper attempts to answer the above questions. A survey of mall shoppers was conducted (N=265) based on a mall intercept. The survey findings indicate that mall atmosphere positively affects functional congruity for both adults and teenage shoppers. However, as expected, the impact of atmosphere on self-congruity is only significant for teenagers. In turn, self-congruity and functional congruity positively affect mall evaluation for both adult and teenage shoppers.