Directional Bias within the Usage and Perceptual Fields of Urban Consumers

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Abstract
Empirical investigations have indicated that consumers within urban areas exhibit a bias toward patronizing those shopping centers which lie in a downtown direction from their places of residence. An analysis of the shopping behavior of 192 questionnaire respondents in Stockport, England reaffirmed the validity of this empirical notion. For every center visited which lay in an uptown direction from the consumers' places of residence, on average, two were visited which lay in a downtown direction. However, of greater significance was the finding that the same ratio of downtown bias was shown to apply to the centers which comprised the perceptual or information fields of the consumers.

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