Definition of cognitive mapping

graphic representation of consumer perception of the distance to be traveled and time that would be spent getting to a store or other business. The consumer's perception is affected by the desirability of the products sold and the extent to which it is convenient and pleasant to shop there. When asked to draw a map showing the locations of various stores relative to their home, consumers tend to overestimate the distances to stores they don't like or that have inadequate parking or unfriendly sales staff. Consumers will underestimate the distance to stores they like. The well-known "New Yorker's View of the World" poster is a good example of cognitive mapping in that the area of New York City is much larger relative to all other cities and is pictured as being closer to desirable cities than it is in reality.