Unravelling concealed cognitive structures – Generalised linear modelling of hierarchical value maps
Ting-Jui ChouRenmin University of China
Veronica WongAston University and Audencia Ecole de Management
INTRODUCTION
There are many tools available for eliciting the deep-seated motives and underlying reasons behind consumers' purchase intentions, decisions and behaviours. Techniques such as mental mapping and semantic networks have been employed to analyse aggregated consumer behaviours, which may be derived from a range of data collection instruments, such as attitudinal surveys, focus groups or direct observations. Often, motivational studies using methods such as mental mapping and semantic networks can provide detailed 'reasons...