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EVALUATING CONSUMERS KNOWLEDGE STRUCTURES OF FRESH FRUIT

机译：评估消费者的新鲜水果知识结构

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摘要

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.
机译：基于认知心理学的关联网络理论，提出了一种适用于消费者研究领域的模型。该模型涉及认知结构和认知过程，通过它们来保护消费者的行为。借助此模型，可以描述在数据收集情况下以及在目标情况下出现的认知过程。介绍了一种基于公开访谈的​​认知结构评估程序。借助计算文本分析来分析数据，这是一种系统地分析任何类型的公开面试以便从定性面试数据中获得量化指标的便捷方法。描述了估计认知类别之间的关联的过程。

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