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    Author(s): Kathleen L. Wolf
    Date: 2007
    Source: International Council of Shopping Centers Research Review. 14(3): 39-43.
    Publication Series: Scientific Journal (JRNL)
    PDF: View PDF  (127.46 KB)


    A multi-study research program has investigated how consumers respond to trees in various business settings in cities and towns. Some studies focused on central business districts, others tested perceptions along freeways and arterials. Results are remarkably consistent. Trees not only positively affect judgments of visual quality but, more significantly, also appear to influence other consumer responses and behaviors. Survey respondents from all regions of the United States favor trees in retail settings, and this preference is further reflected in positive perceptions, patronage behavior and product pricing. An overview of the research is presented, followed by guidelines for design with trees.

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    Wolf, Kathleen L. 2007. The environmental psychology of shopping: assessing the value of trees. International Council of Shopping Centers Research Review. 14(3): 39-43.

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