EVOLVING SHOPPING MALL IMAGE AND USER PERCEPTION AND COGNITIVE PERFORMANCE

Abstract

The research focused on the effect of the shopping malls image including the physical and nonphysical elements as a combination on the user’s perception, cognition and approach or avoidance behavior inside the mall environment, through investigating, observing and analyzing the data collection using the field interviews and filling out a questionnaires for both architects and Egyptian shoppers, to achieve an integrated entrance formulated to get a successful shopping mall that achieves users’ preference and attractiveness. Through the physical and the nonphysical relative weights of the shopping mall’s environment