by Sharon L. Baker
The Library Quarterly
Vol. 56, #3, July 1986, pp 237-257.
Hypothesis 1 accepted: "Fiction books placed in a prime display location will circulate significantly more than their counterparts on the regular shelves or in a nonprime display location simply because they [i.e., prime location books] are more physically accessible and more visible to browsers."
Experiment supporting hypothesis 1
Location:
- Mahomet (Illinois) Township Library: 10, 230 volumes
- Monticello (Illinois) Township Library: 31,214 volumes
- Experimental group at prime location: 75 adult fiction books placed spine out on bookcart near circulation desk
- Experimental group at nonprime location: 75 adult fiction books placed behind stacks at the back of the library
- Control group: 75 adult fiction books remained on regular shelves.
- Pre-test period: July 1, 1984 to September 30, 1984, circulation measured for all groups while on regular shelves.
- Test period #1: October 1, 1984 to December 31, 1984, circulation measured for all groups in experimental condition and control group on regular shelves.
- Test period #2: January 7, 1985 to April 6, 1985, books in prime and non-prime locations were reversed and then circulation was measured.
Sharon Baker notes that prime displays increased circulation of the books displayed, not the adult fiction collection as a whole.
In Mahomet Library with only 10,230 volumes, displaying books by the circulation desk increased their circulation 405% to 590%. Sharon Baker claims the prime display location circulated the most books because the books displayed at this location were "more physically accessible and more visible to browsers." This also supports the "principle of least effort" that people choose the most easily available resource even when better resources are available with a little more effort.
In Monticello Library with 31,214 volumes, displaying books by the circulation desk increase circulation even more, 784% and 708%. Circulation increase was largest in the largest library because, according to Sharon Baker in other articles, problems with information overload increase with library size.
