This article presents a procedure for constructing cognitive maps. Cognitive mapping is an instrument which enables mental representations to be apprehended and analyzed. The potential contributions of this methodological tool in the field of marketing are highlighted. The article also discusses cognitive mapping and compares it to other techniques of mental representation.
AakerD.A. (1996), Building strong brands, New York, Free Press.
2.
AbricJ.-C. (2003), La recherche du noyau central et de la zone muette des représentations sociales, in AbricJ.-C. (ed.), Méthodes d'étude des représentations sociales, Saint-Agne, Erès, 119–143.
3.
Allard-PoesiF. (1996), Cartes cognitives: pour ne pas jeter le bébé avec l'eau du bain, working paper, 5th International Conference of Strategic Management, AIMS, Lille.
4.
Allard-PoesiF. (1997), Nature et processus d'émergence des représentations collectives dans les groupes de travail restreints, Doctoral dissertation, University of Paris IX-Dauphine.
5.
Allard-PoesiF.Drucker-GodardC.EhlingerS. (2003), Analyses de représentations et de discours, in ThiétartR.-A. (ed.), Méthodes de recherche en management, Paris, Dunod, 449–475.
6.
AudetM. (1994), Plasticité, instrumentalité et réflexivité, in CossetteP. (ed.), Cartes cognitives et organisations, Québec, Les Presses de l'Université Laval, 187–198.
7.
AxelrodR. (1976), The structure of decision: the cognitive maps of political elites, Princeton, Princeton University Press.
8.
BardinL. (1996), L'analyse de contenu, Paris, PUF.
BeauvoisJ.-L.JouleR. (1981), Soumissions et idéologies – psychosociologie de la rationalisation, Paris, PUF.
11.
BonhamG.M.ShapiroM.J. (1976), Explanation of the unexpected: The Syrian intervention in Jordan in 1970, in AxelrodR. (ed.), The structure of decision: the cognitive maps of political elites, Princeton, Princeton University Press, 131–141.
12.
BougonM.WeickK.BinkhorstD. (1977), Cognition in organisations: An analysis of the Utrecht Jazz Orchestra, Administrative Science Quaterly, 22, 4, 606–639.
13.
CaloriR.JohnsonG.SarninP. (1992), French and British top managers' understanding of the structure and the dynamics of their industries: A cognitive analysis and comparison, British Journal of Management, 3, 2, 61–78.
14.
CaloriR.SarninP. (1993), Les facteurs de complexité des schémas cognitifs des dirigeants, Revue Française de Gestion, 93, 2, 86–94.
15.
CapelliS.SabadieW. (2005), La légitimité d'une communication sociétale: Le rôle de l'annonceur, Recherche et Applications en Marketing, 20, 4, 53–70.
16.
CartwrightD.HararyF. (1956), Structural balance: A generalization of Heider's theory, The Psychological Review, 63, 5, 277–293.
17.
ChandonJ.-L.PinsonS. (1981), Analyse typologique, théories et applications, Paris, Masson.
18.
ChaneyD. (2008), Approche dyadique de la convergence cognitive entre managers et consommateurs comme antécédent de la fidélité du consommateur dans le secteur culturel. Comparaison d'un festival privé et d'un festival subventionné, Doctoral dissertation, University of Burgundy.
19.
ChengS.ChiuC.-Y. (2009), Emergence of shared representation of brand users, in McGillA.L.ShavittS. (eds.), Advances in Consumer Research, 36, Duluth, Minnesota, Association for Consumer Research, 108–111.
20.
ClarkeI.MackanessW. (2001), Management ‘intuition’: An interpretative account of structure, and content of decision schemas using cognitive maps, Journal of Management Studies, 38, 2, 147–172.
21.
CossetteP. (1989), Les schèmes d'interprétation idiosyncrasiques de propriétaires dirigeants de PME: une étude de cartographie cognitive, Doctoral dissertation, L'Université Laval, Québec.
22.
CossetteP. (1994), La carte cognitive idiosyncrasique. Étude exploratoire des schèmes personnels de propriétaires dirigeants de PME, in CossetteP. (ed.), Cartes cognitives et Organisations, Québec, Les Presses de l'Université Laval, 113–154.
23.
CossetteP.AudetM. (1992), Mapping of an idiosyncratic schema, Journal of Management Studies, 29, 3, 325–347.
24.
CossetteP.AudetM. (1994), Qu'est-ce qu'une carte cognitive?, in CossetteP. (ed.), Cartes cognitives et organisations, Québec, Les Presses de l'Université Laval, 13–33.
25.
DanielsK.GerryJ.De ChernatonyL. (2002), Task and institutional influences on managers' mental models of competition, Organization Studies, 23, 1, 31–62.
26.
DayG.S.NedungadiP. (1994), Managerial representations of competitive advantage, Journal of Marketing, 58, 2, 31–44.
27.
DenisM. (1989), Image et cognition, Paris, PUF.
28.
DenisM. (1993), Pour les représentations, in DenisM.SabahG. (eds.), Modèles et concepts pour la science cognitive, Grenoble, PUG, 95–107.
29.
DeshpandeR.FarleyJ.U.WebsterF.E. (1993), Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis, Journal of Marketing, 57, 1, 23–27.
30.
Drucker-GodardC.EhlingerS.GrenierC. (2003), Validité et fiabilité de la recherche, in ThiétartR.-A. (ed.), Méthodes de recherche en management, Paris, Dunod, 257–287.
31.
DurifF.PerrienJ. (2008), Can cognitive mapping enrich our understanding of Macneil's contractual norms? The specific case of role integrity, Journal of Relationship Marketing, 7, 1, 91–120.
32.
DussartC. (1983), Comportement du consommateur et stratégie de marketing, Montréal, McGraw-Hill.
33.
EdenC. (1992), On the nature of cognitive maps, Journal of Management Studies, 29, 3, 261–265.
34.
EdenC.AckermannF. (2004), Cognitive mapping expert views for policy analysis in the public sector, European Journal of Operational Research, 152, 3, 615–630.
35.
EdenC.AckermannF.CropperS. (1992), The analysis of cause maps, Journal of Management Studies, 29, 3, 309–324.
36.
EdenC.JonesS.SimsD. (1983), Messing about in problems, Oxford, Pergamon.
37.
EhlingerS. (1996), Interaction et développement de représentations organisationnelles lors du processus de formation de la stratégie au sein d'organisations multidivisionnelles, Doctoral dissertation, University of Paris IX-Dauphine.
38.
EvrardY.PrasB.RouxE. (2003), Market: études et recherche en marketing, Paris, Dunod.
39.
FalleryB.RodhainF. (2007), Quatre approches pour l'analyse de données textuelles: lexicale, linguistique, cognitive, thématique, working paper, 5th International Conference of Strategic Management, AIMS, Montréal.
40.
FerrandiJ.-M.Valette-FlorenceP. (2002), Premiers tests et validation de la transposition d'une échelle de personnalité humaine aux marques, Recherche et Applications en Marketing, 17, 3, 21–40.
41.
FestingerL. (1957), A theory of cognitive dissonance, Stanford, Stanford University Press.
42.
FilserM. (1994), Le comportement du consommateur, Paris, Dalloz.
43.
FiolC.M.HuffA.S. (1992), Maps for managers: Where are we? Where do we go from here?, Journal of Management Studies, 29, 3, 267–285.
44.
FletcherK.HuffA.S. (1990), Strategic argument mapping: A study of strategy reformulation at AT&T, in HuffA.S. (ed.), Mapping strategic thought, Chichester, Wiley, 165–193.
45.
FlickU. (2002), An introduction to qualitative research, London, Sage Publications.
46.
GallenC. (2005), Le rôle des représentations mentales dans le processus de choix, une approche pluridisciplinaire appliquée au cas des produits alimentaires, Recherche et Applications en Marketing, 20, 3, 59–76.
47.
GallinaJ.-M. (2006), Les représentations mentales, Paris, Dunod.
48.
Gavard-PerretM.-L.Helme-GuizonA. (2003), L'imagerie mentale: Un concept à (re)découvrir pour ses apports en marketing, Recherche et Applications en Marketing, 18, 4, 59–74.
49.
GnanadesikanR. (1977), Methods for statistical data analysis of multivariate observations, New York, Wiley.
50.
HargadonA.DouglasY. (2001), When innovations meet institutions: Edison and the design of the electric light, Administrative Science Quarterly, 46, 3, 476–501.
51.
HarkatM.-F. (2003), Détection et localisation de défauts par analyse en composantes principales, Doctoral dissertation Institut national polytechnique de Lorraine.
52.
HarmsenH.JensenB. (2004), Identifying the determinants of value creation in the market: A competence-based approach, Journal of Business Research, 57, 5, 533–547.
HodgkinsonG.P.MauleA.J.BownN.J. (2004), Causal cognitive mapping in the organizational strategy field: A comparison of alternative elicitation procedures, Organizational Research Methods, 7, 1, 3–26.
55.
HoffmanD.L.NovakT.P.KumarP. (2003), How processing modes influence consumers' cognitive representations of product perceptions formed from similarity judgments, in KellerP. A.RookD. W. (eds.), Advances in Consumer Research, 30, Valdosta, Georgia, Association for Consumer Research, 177–178.
JodeletD. (1984), Représentations sociales: Phénomènes, concepts et théorie, in MoscoviciS. (ed.), Psychologie sociale, Paris, PUF, 357–378.
58.
JoinerC. (1998), Concept mapping in marketing: A research tool for uncovering consumers' knowledge structure associations, in AlbaJ.W.HutchinsonW. (eds.), Advances in Consumer Research, 25, Ann Arbor, Michigan, Association for Consumer Research, 311–317.
59.
JolliffeI.T. (1986), Principal component analysis, New York, Springer-Verlag.
60.
JohnD.R.LokenB.KimK.-H.MongaA.B. (2006), Brand concept maps: A methodology for identifying brand association networks, Journal of Marketing Research, 43, 4, 549–563.
61.
JohnsonM.D.FornellC. (1987), The nature and methodological implications of cognitive representations of products, Journal of Consumer Research, 14, 2, 214–228.
62.
JonesS.EdenC. (1981), Modelling in marketing: Explicating subjective knowledge, European Journal of Marketing, 15, 7, 3–11.
63.
KellerK.L. (2003) Brand synthesis: The multidimensionality of brand knowledge, Journal of Consumer Research, 29, 4, 595–600.
64.
KomocarJ.M. (1994), Cartes causales d'un milieu de travail, in CossetteP. (ed.), Cartes cognitives et organisations, Québec, Les Presses de l'Université Laval, 155–184.
65.
KramerM.A. (1991), Nonlinear principal component analysis using auto associative neural networks, AIChE Journal, 37, 2, 233–243.
66.
LadweinR. (1999), Le comportement du consommateur et de l'acheteur, Paris, Economica.
67.
LahlouS. (1996), Experts, industriels, médias, consommateurs, institutions: Comment les représentations des acteurs et le marché se co-construisent, in GiachettiI. (ed.), Identités des mangeurs, images des aliments, Paris, Polytechnica, 123–150.
68.
Langfield-SmithK.WirthA. (1992), Measuring differences between cognitive maps, Journal of the Operational Research Society, 43, 12, 1135–1150.
69.
LarocheH.NiocheJ.-P. (1994), L'approche cognitive de la stratégie, Revue Française de Gestion, 99, 2, 64–78.
70.
LaukkanenM. (1992), Comparative cause mapping of management cognitions, Helsinki, School of Economics and Business Administration – Publications D-154.
71.
LaukkanenM. (1994), Comparative cause mapping of organizational cognitions, Organization Science, 5, 3, 322–343.
72.
MannoniP. (1998), Les représentations sociales, Paris, PUF.
73.
MartensM.L.JenningsJ.E.JenningsP.D. (2007), Do the stories they tell get them the money they need? The role of entrepreneurial narratives in resource acquisition, Academy of Management Journal, 50, 5, 1107–1132.
74.
McCallM.BobkoP. (1990), Research methods in the service of discovery, in DunnetteM.HoughL. (eds.), Handbook of industrial and organizational psychology, Palo Alto, Consulting Psychologists Press, 381–418.
75.
MarkoczyL.GoldbergJ. (1995), A method for eliciting and comparing causal maps, Journal of Management, 21, 2, 305–333.
76.
MerdjiM. (2002), L'imaginaire du dégoût: une approche anthropologique de l'univers émotionnel de l'alimentation, Doctoral dissertation, University of Paris IX-Dauphine.
77.
MeulmanJ.J. (1996), Fitting a distance model to homogeneous subsets of variables: Points of view analysis of categorical data, Journal of Classification, 13, 2, 249–266.
78.
MichelG. (1999), Évolution des marques: Approche par la théorie du noyau central, Recherche et Applications en Marketing, 14, 4, 33–53.
79.
MilesM.HubermanA.M. (2003), Analyse des données qualitatives, Bruxelles, De Boeck.
80.
NadkarniS.ShenoyP.P. (2004), A causal mapping approach to constructing bayesian networks, Decision Support Systems, 38, 2, 259–281.
81.
NozickaG.BonhamG.M.ShapiroM.J. (1976), Simulation techniques, in AxelrodR. (ed.), The structure of decision: the cognitive maps of political elites, Princeton, Princeton University Press, 349–359.
82.
OlsonJ.C.MuderrisogluA. (1979), The stability of responses obtained by free elicitation: Implications for measuring attribute salience and memory structure, in WilkieW.L. (ed.), Advances in Consumer Research, 6, Ann Arbor, Michigan, Association for Consumer Research, 269–275.
83.
ReboulA.MoeschlerJ. (1992), Pragmatique du discours, Paris, Armand Colin.
84.
RodhainF. (1997), La construction et la confrontation des représentations: le cas des besoins en information. Proposition d'une méthode fondée sur la cartographie cognitive, Doctoral dissertation, University of Montpellier II.
85.
SwanJ.A.NewellS. (1994), Managers' beliefs about factors affecting the adoption of technological innovation: A study using cognitive maps, Journal of Management Psychology, 9, 2, 3–11.
86.
TafaniE.MichelG.RosaE. (2009), Stratégie d'extension de gamme verticale: Analyse de l'effet de halo de la marque selon les niveaux de gamme, Recherche et Applications en Marketing, 24, 2, 73–89.
87.
TeschR. (1990), Qualitative research: analysis types and software tools, New York, Falmer.
88.
TolmanE. (1948), Cognitive maps in rats and men, Psychological Review, 55, 189–208.
89.
TylerB.B.GnyawaliD.R. (2009), Managerial collective cognitions: … similarities and differences …, Journal of Management Studies, 46, 1, 93–126.
90.
VerstraeteT. (1997), Cartographie cognitive et accompagnement du créateur d'entreprise, Revue Internationale PME, 10, 1, 43–72.
91.
WagnerW. (1994), The fallacy of misplaced intentionality in social representation research, Journal for the Theory of Social Behaviour, 24, 3, 243–266.
92.
WeberR.P. (1990), Basic content analysis, Newbury Park, Sage.
93.
WinchG.Maytorena-SanchezE. (2009), Making good sense: Assessing the quality risky decision-making, Organization Studies, 30, 2/3, 45–68.
94.
WrightsonM.T. (1976), The documentary coding method, in AxelrodR. (ed.), The structure of decision: the cognitive maps of political elites, Princeton, University Press, 291–332.
95.
ZaltmanG. (1997a), Rethinking market research: Putting people back in, Journal of Marketing Research, 34, 4, 424–438.
96.
ZaltmanG. (1997b), Eliciting consumer representations through embodiment basics, in BrucksM.MacInnisD. (eds.), Advances in Consumer Research, 24, Provo, Utah, Association for Consumer Research, 19–21.
97.
ZaltmanG.Higie CoulterR. (1995), Seeing the voice of the customer: Metaphor-based advertising research, Journal of Advertising Research, 35, 4, 35–51.
