Books in Revie>v
نویسندگان
چکیده
Cognition and Persortal Structure is not a book that the typical niarketing research professional would be likely to read on the basis of its title. It is a book that should be of interest to a very broad cross-section of the marketing research community, however. Certainly marketing professionals interested in computer-assisted data collection, expert systems, cognitive structure, and behavioral decision theory would find the book particularly useful. Cognition and Personal Structure is an edited volume of 12 chapters describing computer-assisted approaches to mapping cognitive structure and personal knowledge. All but one of these approaches are written for the personal computer, which makes the book very timely and relevant for marketing research professionals. The editors, James Mancuso and Mildred Shaw, are both well known in their respective fields. Professor Mancuso is a psychologist who has done extensive research on personal construct theory. Professor Shaw is a professor of computer science who has written extensively on a wide variety of aspects of computer and human systems. The tandem editing of psychologist and computer scientist results in a book that is strong in terms of technical detail, theoretical foundations, and illustrative applications. The theoretical foundation of the book is found in George Kelly's Psychology of Personal Constructs (Kelly 1955; see also Adams-Webber and Mancuso 1983). Though the constructivist perspective, as Kelly's and subsequent work has come to be called, is not unknown in marketing, its influence on marketing thought has not yet reached its full potential. This situation will change as marketers attempt to model individual perceptual and decision processes with the assistance of powerful portable computers. In the first two chapters of Cognition and Personal Structure, Mancuso and Shaw build a strong case for using a constructivist perspective for modeling cognitive processes. For readers unfamiliar with the personal construct theory, these chapters are a helpful but cursory introduction. Fortunately, one need not fully understand personal construct theory to read and appreciate the remaining chapters. Nor is it necessary to accept a constructivist view to benefit from the applications and tools offered. Chapter 3 is the first of 10 chapters that discuss computer-assisted cognitive mapping. It presents PLANET, an integrated set of programs for the elicitation and analysis of a wide range of cognitive activities. These programs include tools for eliciting constructs, analyzing relationships among members of groups who have differing construct systems, and developing logical dependencies between constructs that can be used to develop rules for an expert system shell that acts as a cognitive model of the person. Examples of each of the individual elements of the set of programs are provided in the chapter. The fourth and fifth chapters give an overview of programs for constructing repertory grids and for investigating relationships among constructs. The programs described in these chapters appear to provide several options for eliciting and scaling descriptions of objects, events, or persons. Some of these programs also allow the researchers to explore the importance, certainty, and clarity of various constructs, as well as the nature of their organization. These programs appear to have considerable utility for marketing researchers interested in exploring knowledge structures and the influence of expertise and involvement. Chapter 6 describes a product of the Artificial Intelligence Center of Boeing Computer Services, the Expertise Transfer System (ETS). ETS is a computer-assisted approach for representing the knowledge base of an expert, which then can be used for defining and building an expert system. This system apparently has been applied to a wide range of problems, and the chapter is a very good treatment of the issues related to the elicitation of knowledge and rules from experts. Anyone interested in expert systems would find this chapter readable and very useful. Chapters 7 and 8 address topics with which marketing professionals are likely to be most familiar, mapping
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