Unravelling concealed cognitive structures - generalised linear modelling of hierarchical value maps

Graphical presentations of behavioural or semantic networks depicting human phenomena, such as consumer decision-making, have been valued greatly as data distillation tools by both practitioners and academics.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands