haku: @journal_id 82 / yhteensä: 266
viite: 23 / 266
| Tekijä: | Grunert, K. G. |
| Otsikko: | Kognitive Strukturen von Konsumenten und ihre Veranderung durch Marketingkommunikation (Cognitive structures of consumers and their change through marketing communication) |
| Lehti: | Marketing
1991 : VOL. 13:1, p. 11-22 |
| Asiasana: | CONSUMER ATTITUDES MARKETING MODELS PSYCHOLOGY |
| Kieli: | ger |
| Tiivistelmä: | Cognitive structure is the way of organisation of knowledge and experience in the human mind. In market research one has to deal also with cognitive structures, the way as product characteristics and their functional, psychological effects, instrumental and technical values interact. The article proposes a two stage method of revealing and measuring such cognitive structures. The first stage is a computer assisted content analysis, the second is a sequence analysis of the terms established in the first stage. |
SCIMA