The role of gender and work status in shopping center patronage

Nusser A. Raajpoot, Arun Sharma, Jean Charles Chebat

Research output: Contribution to journalArticlepeer-review

65 Scopus citations


Substantial research in marketing has examined the impact of store atmospherics on retail store patronage [Baker Julie. Parasuraman A. Grewal Dhruv. Voss Glenn B. The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions. Journal of Marketing. 2002; 66 (April):120-41]. In addition, research has examined the effect of gender and work status on social influence and role expectations within the context of shopping center patronage [Evans Kenneth R. Christiansen Tim. Gill James D. The Impact of Social Influence and Role Expectations on Shopping Center Patronage Intentions. Academy of Marketing Science Journal. 1996; 24 (Summer): 208-18]. This research extends previous research and examines the differential effects of gender and work status characteristics on the relationship between shopping mall characteristics (including atmospherics) and consumer shopping center patronage. The results of a study of 1015 shoppers demonstrate that there are few significant differences between models for men and women, and even between women who work outside the home and those who do not. Implications and directions for future research are derived.

Original languageEnglish (US)
Pages (from-to)825-833
Number of pages9
JournalJournal of Business Research
Issue number8
StatePublished - Aug 2008


  • Gender
  • Shopping center
  • Work status

ASJC Scopus subject areas

  • Marketing


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