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How Cognitive Maps May Help Understand Consumer Attitude?

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  • Ricci, Sophie
  • Fourcadet, Olivier

Abstract

At the beginning of this research, we had in mind the low consumption level of fruits and vegetables among French young people despite several months of intense exposure to health messages, such as “eat 5 portions of fruits and vegetables every day”. Studies show that French young people have memorized the messages, but did not alter their eating habits. Our major hypothesis was that some “mental blocks” might be curbing fruit consumption, and removing them might increase consumption. Similarly we thought that some “mental levers” if well activated could increase fruit consumption. Identifying “mental blocks” and “mental levers” related to fruits became our research goal. To achieve this objective, building the cognitive map of the fruit universe appears an appropriate method. In the process of constructing the map we discovered that we could also assess, although imperfectly, how people have formed their mental representation over the courses of the years.

Suggested Citation

  • Ricci, Sophie & Fourcadet, Olivier, 2009. "How Cognitive Maps May Help Understand Consumer Attitude?," 2009 International European Forum, February 15-20, 2009, Innsbruck-Igls, Austria 59194, International European Forum on System Dynamics and Innovation in Food Networks.
    • Handle: RePEc:ags:iefi09:59194
    DOI: 10.22004/ag.econ.59194
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    Keywords

    Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety; Risk and Uncertainty;
    All these keywords.

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