Cognitive Maps and Spatial Behavior Of Consumers

Abstract

Abstract Two multidimensional scaling algorithms are used to externally measure cognitive maps of supermarket locations for a sample of sixty‐one supermarket shoppers. Issues raised in the construction of the cognitive maps are discussed. The relationship between the derived cognitive maps and consumer behavior is compared to the relationship between physical maps and consumer behavior. Behavior is shown to be more closely related to cognitive maps. Differences in cognitive maps are defined and canonically correlated with consumers' socioeconomic and locational attributes. While aggregate cognitive maps are closely associated with physical maps, there is substantial variation between individual maps. This variation is related to shopping behavior and selected socioeconomic and locational characteristics of consumers.

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