Conceptual Organization is Revealed by Consumer Activity Patterns

TL;DR

This study demonstrates that analyzing consumer shopping patterns through topic modeling reveals meaningful conceptual structures aligned with human cognition, offering a new way to understand how activity data reflects mental organization.

Contribution

It applies topic modeling to large-scale supermarket purchase data to uncover conceptual organization, bridging activity patterns and cognitive structures.

Findings

Topics were comprehensible and coherent to experts and consumers.

Topics ranged from specific to general, goal-directed, and situational.

Individual differences in topics predicted demographic characteristics.

Abstract

Meaning may arise from an element's role or interactions within a larger system. For example, hitting nails is more central to people's concept of a hammer than its particular material composition or other intrinsic features. Likewise, the importance of a web page may result from its links with other pages rather than solely from its content. One example of meaning arising from extrinsic relationships are approaches that extract the meaning of word concepts from co-occurrence patterns in large, text corpora. The success of these methods suggest that human activity patterns may reveal conceptual organization. However, texts do not directly reflect human activity, but instead serve a communicative function and are usually highly curated or edited to suit an audience. Here, we apply methods devised for text to a data source that directly reflects thousands of individuals' activity patterns, namely supermarket purchases. Using product co-occurrence data from nearly 1.3m shopping baskets, we trained a topic model to learn 25 high-level concepts (or "topics"). These topics were found to be comprehensible and coherent by both retail experts and consumers. Topics ranged from specific (e.g., ingredients for a stir-fry) to general (e.g., cooking from scratch). Topics tended to be goal-directed and situational, consistent with the notion that human conceptual knowledge is tailored to support action. Individual differences in the topics sampled predicted basic demographic characteristics. These results suggest that human activity patterns reveal conceptual organization and may give rise to it.