Cognitive segmentation: Modeling the structure and content of customers' thoughts

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 in-depth understanding and wide generalizing trade-off. In addition, cognitive segmentation utilizes participants' own semantics for eliciting and aggregating cognitions. This method allows researchers to understand content in light of structure, as participants' elicited cognitive contents are further interpreted as a function of the complexity of their cognitive structures. The conceptual foundations from personal construct theory as well as a description of the nine-step implementation process whereby participants fill out a modified version of Kelly's Repertory Grid and complete Borman's trait implication procedure are provided. An application illustrates how cognitive segmentation can identify and assess the size potential of each customer target as a function of their cognitive content and structure. A discussion of the results and directions for further research are also provided. © 2009 Wiley Periodicals, Inc

Cultural Considerations in the Context of Romantic Relationships

It is estimated that about one-third of couples experience distress or discord at some point in the course of their relationship. The early literature of marriage and committed relationships focused nearly exclusively on White, heterosexual, non-Hispanic couples, but over the past couple of decades, there has been increased focus on the dynamics and specific needs of couples from different ethnic backgrounds as well as same-sex couples. In this chapter, we summarize some of the major challenges and threats to relationship well-being for African American, Hispanic American, Asian American, Native American, and same-sex couples. Some of the challenges discussed in this chapter include racism and discrimination, financial strain and work stress, acculturation, and negative historical or societal influences. We also have tried to highlight important areas of strength for couples that therapists can help clients enhance, including religiosity and spirituality and support from family or friends