Mental Mapping of Two Supermarkets
- 1 September 1982
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 9 (2) , 211-215
- https://doi.org/10.1086/208915
Abstract
Customers in two supermarkets were shown floor plans and asked to specify the location of various product categories. Items in peripheral aisles were recalled more frequently and accurately than items in central aisles. Accuracy was directly related to frequency of patronage and was greater for the small than for the large market.Keywords
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