Картографирование моделей мышления потребителей с помощью метода извлечения метафор Залтмана
Кристенсен Г., Олсон Д.

Аннотация

В статье рассматривается метод извлечения метафор Залтмана, с помощью которого можно проникнуть в сознание потребителя, а затем нанести на карту полученные когнитивные и аффективные значения и на их основе составить совокупную модель потребительского мышления. Приводятся примеры использования метода в создании когнитивной карты для группы потребителей.

Содержание

Теоретические подходы к моделям мышления;

Методика;

Полученные данные;

Выводы и направления для будущих исследований;

Ключевые слова: когнитивные структуры, картографирование, ментальная модель, ZMET, интервью, карта, метафора, модель мышления, когнитивная структура
Журнал: «Бренд-менеджмент» — №1, 2006 (© Издательский дом Гребенников)
Объем в страницах: 20.
Кол-во знаков: около 49,327.

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Кристенсен Гленн

Факультет маркетинга, колледж управления бизнесом Smeal, Университет штата Пенсильвания (США).

Олсон Джерри

Университет штата Пенсильвания (США).