by Herbert Goldhor
The Library Quarterly
Vol. 42, # 4, October 1972, pp. 371-389.
Hypothesis accepted: "Adults borrow books from the public library primarily as a result of browsing and that which facilitates browsing will significantly increase circulation."
Experiment supporting hypothesis:
Location:
- Champaign (Illinois) Public Library: 97,000 volumes
- Urbana (Illinois) Free Library: 77,000 volumes
- Experimental group: 318 copies of 102 titles of fiction and non-fiction on display in a prime location in Champaign Public Library
- Control group: 234 copies of 105 titles of fiction and non-fiction on regular shelves in Urbana Free Library
- Pre-test period: November 1, 1969 to April 30, 1970, circulation measured for all groups while on regular shelves.
- Test period: May 1, 1970 to October 31, 1970, circulation measured for all groups in experimental condition and control group on regular shelves.
Displays near the circulation desk increased the circulation of both fiction and non-fiction. Though fiction circulated three to four times more than non-fiction, displays increased circulation of fiction and non-fiction about the same percentage: 117% for fiction and 98% for non-fiction.
Displays of fiction, for women and non-students increase raw circulation numbers more than displays of non-fiction, men and students.
Though women circulated three to four times more books than men, displays increased circulation about the same percentage for women and men: 120% for women and 96% for men.
Displays increased non-student circulation by 223% and student circulation by a mere 49%.
There was no statistically significant difference between the libraries in the percentage of readers claiming to have read more than half or all of the book. Therefore, the ease of selecting displayed books does not reduce the actual use of the circulated books.
