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The Role of Satisfaction and Emotional Response in the Choice Mechanisms of Suburban Natural-Areas Users

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Abstract

The unique observations and experiences of users of suburban natural areas lead them to perceive their surroundings in a manner associated with their personal values. It follows that every individual has a unique cognitive decision-making structure. This paper examines users’ affective and cognitive evaluation of a particular suburban natural area by applying the means-end chain method to reveal the cognitive mechanism by which users link the attributes and benefits of an environmental public good with their own personal values. Analysis of a survey conducted of visitors to a Spanish suburban natural area (park) reveals the main attributes to be the opportunity to practice sports and proximity of the park and the main potential benefits to be the improvement of physical and psychological well-being. The desired personal values include fun, quality of life and self-fulfillment at the individual level and improved social relationships at the collective level. The paper also tests for cross-group, cognitive-structure differences in visitor groups, segmented by level of satisfaction and reported range of emotions, and finds that perceived physical and psychological health improvements and individual and social awareness increase with higher levels of satisfaction and emotional response. Therefore, the recommendations for natural area management suggested by these findings include enhancing the scenic beauty and peacefulness of suburban natural areas in order to improve the affective state of visitors because this could contribute to reducing social costs (including health care) within the area of influence of the natural area.

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Notes

  1. This was developed in 2002 by Prof. Raffaele Zanoli and Dr. Simona Naspetti of the University of Ancona (IT) in cooperation with Leonardo Cigolini Gulesu and Antonio Ruccia of SKYMAX DG (IT).

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Acknowledgments

The research was supported by a Spanish Ministry of Science and Innovation (Project No. AGL-2009-13303-CO2-01). The authors also thank the anonymous reviewers of this paper and to the editors for their careful reading of the paper and their constructive comments.

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Authors and Affiliations

  1. Business Department, Public University of Navarra, Edificio Madroños. Campus Arrosadia, Pamplona, Navarra, 31006, Spain

    Natalia Lopez-Mosquera & Mercedes Sanchez

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  1. Natalia Lopez-Mosquera
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Correspondence to Mercedes Sanchez.

Appendices

Appendix 1: Laddering Interview

Using the tables below, first identify the relations between the characteristics of Monte San Pedro Park and the consequences of your visit as you see them and then the relations between those consequences and the benefits you wish to obtain from your visit. In both tables, you are asked to indicate linkages between the rows and the columns. The idea in the first table is to tick a box (or boxes) to indicate the link(s) between each characteristic (a1, a2…a13) and the benefit(s), in your experience, that it provides (c1, c2…c22). In the second table, you are asked to do the same to link each benefit in the columns (c1, c2…c22) with the personal value(s) to which, from your experience, you think it caters (v1, v2…v9).

Table of AC linkages (link attributes [a1, a2 . . .] with consequences [c1, c2, c3 . . .])

  

Price

Recreational facilities provided

Less noise

Better health

Distance from home

Landscape beauty

Closeness to nature

A place to practice a sport

a1

a2

a3

a4

a5

a6

a7

a8

c1

I have good ecological habits

        

c2

Stress relief/relaxation

        

c3

Physical well-being/improved fitness

        

c4

Rest

        

c5

I help the environment

        

c6

A way to escape from routine

        

c7

Frequency of use

        

c8

Mental well-being

        

Table of CV linkages (link consequences [c1, c2, c3…] with values [v1, v2, v3…])

  

Sense of social belonging

Source of fun, pleasure and enjoyment

Better relations with others

Enhances my quality of life and security

Sense of self-fulfillment and accomplishment

Emotional stimulation

Being respected by others

Pease of mind, dignity, and self-respect

I’m more successful

v1

v2

v3

v4

v5

v6

v7

v8

v9

c1

I have good ecological habits

         

c2

Stress relief/relaxation

         

c3

Physical well-being/improved fitness

         

c4

Rest

         

c5

I help the environment

         

c6

A way to escape from routine

         

c7

Frequency of use

         

c8

Mental well-being

         

Appendix 2: Scales

Satisfaction Scale

“Please rate your level of agreement with the following statements referring to satisfaction with the __________________ green space using a scale of 1 to 5, where 5 is the highest level of agreement”

Satisfaction obtained from…

Score

I am satisfied with the park as it is

 

I am happy with the recreational services it has to offer

 

I am happy with both the physical and psychological benefits I gain from being there

 

I am pleased with the park

 

I prefer to visit Mont San Pedro Park rather than other suburban natural areas Corunna has to offer

 

My experience of using and enjoying the park is satisfactory

 

Emotional Scale

In addition to the features you value in a suburban natural area such as _______, you may experience a range of emotions as you use and enjoy it. Please rate the extent to which you experience the following feelings or emotions? Your scores can range from 1 to 5, where 5 represents the highest level.

Emotions

Score

Anger, rage

 

Discontentment

 

Worry

 

Sadness

 

Fear

 

Shame

 

Envy

 

Loneliness

 

Romantic love

 

Love

 

Peace

 

Contentment

 

Optimism

 

Enjoyment

 

Excitement

 

Surprise

 

Guilt

 

Pride

 

Impatience

 

Relief, consolation

 

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Lopez-Mosquera, N., Sanchez, M. The Role of Satisfaction and Emotional Response in the Choice Mechanisms of Suburban Natural-Areas Users. Environmental Management 49, 174–191 (2012). https://doi.org/10.1007/s00267-011-9753-x

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