Cognitive segmentation: Modeling the structure and content of customers' thoughts

Carrillat, FA; Riggle, RJ; Locander, WB; Gebhardt, GF; Lee, JM

Cognitive segmentation: Modeling the structure and content of customers' thoughts

Carrillat, FA

Riggle, RJ Locander, WB Gebhardt, GF Lee, JM

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Publication Type:: Journal Article
Citation:: Psychology and Marketing, 2009, 26 (6), pp. 479 - 506
Issue Date:: 2009-06-01

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Field	Value	Language
dc.contributor.author	Carrillat, FA https://orcid.org/0000-0001-6188-1372	en_US
dc.contributor.author	Riggle, RJ	en_US
dc.contributor.author	Locander, WB	en_US
dc.contributor.author	Gebhardt, GF	en_US
dc.contributor.author	Lee, JM	en_US
dc.date.issued	2009-06-01	en_US
dc.identifier.citation	Psychology and Marketing, 2009, 26 (6), pp. 479 - 506	en_US
dc.identifier.issn	0742-6046	en_US
dc.identifier.uri	http://hdl.handle.net/10453/29820
dc.description.abstract	This paper proposes a cognitive segmentation technique that models both customers' cognitive content and structure. Cognitive segmentation provides a quantitative operationalization of idiographic cognitions that can be compared and integrated across customers to move beyond the in-depth understanding and wide generalizing trade-off. In addition, cognitive segmentation utilizes participants' own semantics for eliciting and aggregating cognitions. This method allows researchers to understand content in light of structure, as participants' elicited cognitive contents are further interpreted as a function of the complexity of their cognitive structures. The conceptual foundations from personal construct theory as well as a description of the nine-step implementation process whereby participants fill out a modified version of Kelly's Repertory Grid and complete Borman's trait implication procedure are provided. An application illustrates how cognitive segmentation can identify and assess the size potential of each customer target as a function of their cognitive content and structure. A discussion of the results and directions for further research are also provided. © 2009 Wiley Periodicals, Inc.	en_US
dc.relation.ispartof	Psychology and Marketing	en_US
dc.relation.isbasedon	10.1002/mar.20284	en_US
dc.subject.classification	Marketing	en_US
dc.title	Cognitive segmentation: Modeling the structure and content of customers' thoughts	en_US
dc.type	Journal Article
utslib.citation.volume	6	en_US
utslib.citation.volume	26	en_US
utslib.for	170199 Psychology not elsewhere classified	en_US
utslib.for	1505 Marketing	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
utslib.for	17 Psychology and Cognitive Sciences	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	6	en_US
pubs.publication-status	Published	en_US
pubs.volume	26	en_US

Abstract:

This paper proposes a cognitive segmentation technique that models both customers' cognitive content and structure. Cognitive segmentation provides a quantitative operationalization of idiographic cognitions that can be compared and integrated across customers to move beyond the in-depth understanding and wide generalizing trade-off. In addition, cognitive segmentation utilizes participants' own semantics for eliciting and aggregating cognitions. This method allows researchers to understand content in light of structure, as participants' elicited cognitive contents are further interpreted as a function of the complexity of their cognitive structures. The conceptual foundations from personal construct theory as well as a description of the nine-step implementation process whereby participants fill out a modified version of Kelly's Repertory Grid and complete Borman's trait implication procedure are provided. An application illustrates how cognitive segmentation can identify and assess the size potential of each customer target as a function of their cognitive content and structure. A discussion of the results and directions for further research are also provided. © 2009 Wiley Periodicals, Inc.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/29820