ISHS Acta Horticulturae 340: XII International Symposium on Horticultural Economics
EVALUATING CONSUMERS KNOWLEDGE STRUCTURES OF FRESH FRUIT |
| Author: | T. Meier |
| Abstract:
Based on the theory of associative networks from cognitive psychology a model applicable to the field of consumer research is introduced. This model refers to both, cognitive structures and cognitive processes by which consumer behavior is guarded. With the help of this model cognitive processes, occuring in a data collection situation as well as those appearing in a target situation are described. A procedure for evaluating cognitive structures based on open interviews is introduced. The data are analysed with the help of computational text analysis which is a convenient means of systematically analysing any kind of open interview in order to obtain quantitative measures from the qualtitative interview data. A procedure to estimate associations between cognitive categories is described. | |
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