Mental representation is a tool used by individuals to explore and interpret their physical environment. It is formed through a process of acquiring, deciphering, memorizing, and using environmental information, thus facilitating spatial decision-making. From a cognitive psychology perspective, these representations are dynamic, varying according to the individual’s experiences. Edward Tolman, often considered a moderate behaviorist and a pioneer in using the term in 1948, emphasizes that when a person encounters new environments, a mental image of the space is unconsciously formed. This image, stored in the hippocampus, is called a cognitive map.

In the field of marketing, the study of cognitive maps provides a better understanding of consumers’ mental perceptions. Mental representations play a crucial role in how consumers associate and conceive of different product categories. In the context of innovation, analyzing consumers’ mental representations helps explain why a product might be rejected at a given time if it doesn’t fit into existing mental frameworks. Damien Chaney emphasizes that mental representations are essential for understanding consumer choices and their perception of products, particularly in a context of evolving and accepting innovation.