On the Internal Organization of Consumers' Cognitive Schemata

Publisher Website
Google Scholar
Abstract
An operational definition for internal-based versus external-based schema variables via the tangible versus intangible dichotomy is provided. Using strings of one-word associations made in response to a verbal stimulus, the stochastic structure associated with the use of these variables is investigated. Analysis shows that a first-order Markov chain model which allows for dependence between two consecutive schema variables is more appropriate than a Bernoulli model in the description of the internal organization of cognitive schemata. The phenomena of “chunking” and tangible versus intangible dominance are expressed in the context of the parameters associated with a first-order Markov chain.

This publication has 11 references indexed in Scilit: