Consumer experiences and values in Brazilian Northeast shopping centers

This study aims to expand the knowledge on consumer experiences and values from an innovative marketing perspective in context of shopping centers inland towns Brazilian Northeast region. A qualitative approach was adopted using 50 in-depth interviews center visitors collect data. Interpretative Phenomenological Analysis used evaluate The results revealed two main categories: unpleasant pleasant experiences. In terms results, 23 participants have a mix experiences, while 24 report only pleasant, 3 – are mostly related excess people (n = 19). what refers functionality 43), sensory 33) most mentioned values, being top value consumers regardless purpose they going Shopping Centre. can be relevant inputs design manage Centers regarding cultural adjustment by considering consumers’ importance joining competing behind contributes experiential literature highlighting contexts behavior research. AcknowledgmentMaria Raquel Lucas Andreia Dionísio pleased acknowledge financial support Fundação para Ciência e Tecnologia (grant UIDB/04007/2020).