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PurposeThe present exploratory study aims to link various fields of inquiry dealing with the consumer experience so as to conceptualise the mall experience and delineate its components.Design/methodology/approachA total of 119 informants wrote narratives about their mall experience. Of these stories, 100 underwent narrative and content analysis in order to identify key components of the mall experience.FindingsThe findings show that the mall experience can be conceptualised as a holistic subjective phenomenon, encompassing a behavioural core accompanied by cognitive and emotional reactions. Four different mall experiences were identified: seductive, interactive museum, social arena, and functional.Research limitations/implicationsThis exploratory study offers a theoretical conceptualisation of the mall experience.Originality/valueThe paper offers a new conceptualisation of the mall experience, based on a behavioural core with associated cognitive and emotional reactions. The paper identifies four types of mall experience. It redefines the impact of the physical environment on customers' reactions; expands the theory regarding hedonic and utilitarian consumption; and stresses the social role of the mall.

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