A model to explore cognitive learning of shopping locations

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Abstract

Spatial knowledge acquisition increases over time with exposure to the retail environment. When individuals move to an unfamiliar environment, they begin to gain spatial knowledge rapidly. Retail environments are no exception; exposure to an unfamiliar environment causes individuals to develop a representation of their immediate surroundings. An examination of the relevant literature suggests that shopping models do not systematically include the development of dynamic cognitive maps and their relationship with different facets of activity-travel behavior. The study of the relationship between shopping behavior and activity-travel behavior in general, and the development of spatial cognition seems an under-researched, but potentially important topic for retail management, transportation and urban planning. The development of dynamic activity-based models (e.g., Arentze, Timmermans, Janssens, & Wets, 2008; Timmermans et al., 2010), which is now high on the international research agenda, should explore the possibility of including cognitive learning of urban and transportation networks, because individual and household travel decisions are based on imperfect and incomplete assumptions, which are nonlinearly related to the objective attributes of the spatial (retail) environment. A cognitive learning model for dynamic activity-travel patterns is a potentially important step in developing such dynamic activity-based models. As individuals travel and receive information about urban and transport networks, they will update their mental representation of the environment, which in turn may influence their activity-travel choices. Arentze and Timmermans (2005) developed a model of observation that is derived from existing Bayesian theories of perception updating, and following their study, we propose a model that simulates probabilities based on individual observations in the retail environment. We will briefly explain a model of learning (of shopping locations) and illustrate the results of a numerical simulation.
Original languageEnglish
Title of host publicationProceedings of the International European Institute for Retailing and Services Studies (EIRASS2012) Conference, Vienna, Austria, 9-12 July 2012
Publication statusPublished - 2012
Event19th International European Institute for Retailing and Services Studies (EIRASS) Conference - Vienna, Austria
Duration: 9 Jul 201212 Jul 2012
Conference number: 19

Conference

Conference19th International European Institute for Retailing and Services Studies (EIRASS) Conference
Abbreviated titleEIRASS 2012
CountryAustria
CityVienna
Period9/07/1212/07/12

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