The Display Phenomenon: An Exploration into Factors Causing the Increased Circulation of Displayed Books

Past studies have documented the potential that displays have for increasing circulation of selected titles. This article explores two untested suggestions made by past researchers as to why displays increase use: the increased accessibility and visibility of books placed in prime display locations and the helpful tendency of displays to narrow readers' choices by guiding them to a small collection of titles, thus overcoming the effects of information overload. Hypotheses were developed based on these suggestions and were tested using standard pretest-posttest experimental designs at two small Illinois public libraries. Patrons checking out study titles were also interviewed. Study findings suggest that only the first factor, that of the increased accessibility/visibility of the prime display location, appears to be a causal element.