Omar Matiano

Professor Koning
English 113B
14 February 2014
Project Space Prospectus
Although the Northridge mall can be a fun place to hang out with friends after class is
over, one of the main objectives of the mall is to generate revenue through aesthetics,
surveillance, and social economics. Many of us plan a visit to the mall at least one a month but
we fail to realize all of the little aspects that lead to the goals of the mall to get us to buy products
from there mall.
Aesthetics: One of the ways that a fashion center makes people want to come back is through
aesthetics. If it looks nice then the amount of people coming in will be more significant as
appose to a run-down mall. The closest mall that I have around my area is the Panorama Mall.
Compared to the Northridge Mall the Panorama Mall is not a very attractive. This is due to the
lack of entertainment that there is for consumers. The architect takes all the aspects to make it as
comfortable as possible for the visit of the consumers. In the middle of Northridge mall is
located a fountain just so that it can look attractive. While on the Panorama Mall there is small
stage that is hardly ever used. Though they are both unnecessary the fountain is there to make the
place look more elegant. In an article titled Go to the mall and get it all: adolescents aesthetics
value in the shopping mall it says that 30 percent of 30 high school students found the fountain
in their particular mall to be attractive because of its unique vertical ribbons of water
Surveillance: Security guards are also a key component to the success of a shopping center. They
keep the people safe by roaming around the mall looking for suspicious activity that interferes
with the shopping experience of a shopping center. Ever noticed those signs that say Smile, you
are on camera, well those are intended to warn the poor off from stealing or vandalizing their
property. If there is a conflict between people the securities will most likely soon arrive. My
group and I had a conflict with the security because we were not allowed to survey people. We
were then escorted out of the building. We were not buying anything and according to them we
were disrupting the people from buying things.
Social economics: through social economics they will try to lure in a specific social class to shop
at a particular space. Not everyone is rich or poor so some malls may not be for them. This
particular mall is more towards middle class. There are not that many designer companies
located at the Northridge Mall but there are a few. Comparing the social level of the Northridge
Mall to Panorama Mall, the Northridge Mall is located in a better community than Panorama.
Panorama Mall is located in a very low income community where some people are just trying to
get good deals on clothing. I believe is a reason why you do not see any designer stores around
the Panorama Mall. They would not create any revenue because the majority of the people would
not be buying their products. The majority of the people that you see at the Panorama Mall are
Hispanic. This means that you get treated better when you go to higher end stores because you
are seen as higher class. The employees will try to be nice to you and sometimes that is enough
for you to be convinced into buying something.
Annotated Bibliography
Serra, Jeremy. Michael Hyman. Outlet Mall Shoppers Intentions to Purchase Apparel: A Dual-
Process Perspective. Department of Marketing, McCoy College of Business
Administration. 23 March 2011.Web 13 February 2014. Although Cognitive and
emotional factors can explain consumer behavior, little research has been explored as to
our antecedents of retail purchases. Serra uses the dual-process theory saying that our
emotions are predictors of consumer choice. Shoppers cognitive structures, knowing the
latest fashion trends, and cognitive processes, knowing that outlet malls sell fashion
apparel strongly influence their emotional responses towards appeal purchases. In outlet
mall settings, the success of nding apparel items at dis-counted prices may intensify
shoppers anticipated elation about these types of purchase, thereby increasing shoppers
intentions to buy such apparel. Celebrities can also contribute to the success of malls by
having designers, models or spokespeople of desired appeal brands visit store locations.
http://www.academia.edu/4963536/Outlet_Mall_Shoppers_Intentions_to_Purchase_Apparel_A_
Dual-Process_Perspective
Stokrocki L. Mary.Go to the Mall and Get it all: Adolescents Aesthetics Values in the
Shopping Mall World Councilor for the International Society of Education through Art
[InSEA]. Web 13 February 2014 Duncan argues that art education should adopt a wider
framework for aesthetic education to include the study of everyday culture and
commercial site offering strategies for negotiating everyday aesthetics sites. In order to
conduct his strategies he had an experimental group in which they went to the mall to
look at the architect of the mall. There he asked questions and found answers to his
questions. This article provides examples and percentages of his results. Based on the
guidelines, the students would be able to examine similarities between shopping malls
and how they sway peoples attention through beautiful and enticing objects
http://www.public.asu.edu/~ifmls/Visualculturefolder/Aesthshopmall.html

Coughlan, Anne. Soberman David. Strategic Segmentation Using Outlet Malls. Insead. 12
March 2004. Web. 13 February 2014. According to Coughlan and Soberman an
important spectacle in recent years has been the growth of low-service manufacturer-
operated stores in malls located a significant distance from the shopping districts of major
metropolitan areas. For the most part, these outlet stores offer minimal service,
attractive pricing and a full product line. However, the outlet store phenomenon is not
universal and there are a number of categories where manufacturers restrict their
distribution to primary retailers. The authors objective is to provide a rationale for the
popularity of outlet stores in some categories and the absence of outlet stores in others.
The attractiveness of retailing through outlet stores and through primary retailers is not a
straightforward function of the degree to which consumers are different. It is related to
how consumers are different. In particular, when the range of service sensitivity across
consumers is high relative to the range of price sensitivity, manufacturers will find that
single-channel distribution is superior. When the opposite is true, manufacturers have
higher profits in a market where dual distribution is utilized.
http://www.insead.edu/facultyresearch/research/doc.cfm?did=1351