THE MYTH OF THE INDOOR CITY

Shopping malls have become major features in the urban landscape, yet have received little attention from environmental psychologists. Malls have become more than just a particular type of retail outlet, but places providing a complex array of commercial, community and leisure facilities. They have sought not only to complement urban provision, but to replace it. Malls have become the ‘indoor city'—a new type of place, generating particular repertoires of perceptions, evaluations and behaviours. This paper reviews the predominantly behaviourist approaches that have characterized the analysis of consumer spatial and shopping behaviour and suggests that a transactionalist approach might be more valuable. An empirical study, undertaken in Guildford, U.K., demonstrates that users of the mall do not principally evaluate malls in terms of their retail performance but as social places and spaces satisfying many psychological needs and preferences. They should not be regarded simply as an extension of the high street but rather as different sorts of places. The paper concludes with an extended discussion of the consequences of mall development for the city and urban life, arguing that the indoor city is a myth.