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

Publisher:
John Wiley & Sons Ltd
Publication Type:
Journal Article
Citation:
Psychology and Marketing, 2009, 26 (6), pp. 479 - 506
Issue Date:
2009-01
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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 CARRILLAT, RIGGLE, LOCANDER, GEBHARDT, AND LEE Psychology & Marketing DOI: 10.1002/mar 480 foundations from personal construct theory as well as a description of the nine-step implementation process whereby participants fill out a modified version of Kellys Repertory Grid and complete Bormans 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.
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