Cognitive segmentation: Modeling the str
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François A. Carrillat; Robert J. Riggle; William B. Locander; Gary F. Gebhardt;
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Article
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2009
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John Wiley and Sons
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English
β 157 KB
## Abstract This paper proposes a cognitive segmentation technique that models both customers' cognitive content and structure. Cognitive segmentation provides a quantitative operationalization of idiographic cognitions that can be compared and integrated across customers to move beyond the inβdept