Mapping consumers' mental models with ZMET

By Glenn L. Christensen, J. Olson. 2002

305 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/38bcf24cb609657df2e8ebff14fcff1b916c6cd7

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Citations in the corpus

The desired teaching qualities of lecturers in higher education: a means end analysis (2006, background): “The resulting map is “a mass of links and concepts that usually is unintelligible” ( Christensen and Olson, 2002”
Emotions in Tourism: Theoretical Designs, Measurements, Analytics, and Interpretations (2020, methodology): “Methods such as Zaltman metaphor-elicitation (ZMET) may help to measure and map important aspects underlying consumers’ mental models (see Christensen and Olson 2002; Zaltman 2003; Zaltman and Coulter 1995).”
Individual values and motivational complexities in ethical clothing consumption: A means-end approach (2012, methodology): “Three different cut-off points were tried and compared to identify the most meaningful and interpretable map (Christensen & Olson, 2002 ) given the Gengler and Reynolds' (1995) recommendations that no less than 70% of the direct linkages are represented.”
Measurable Emotions: How Television Ads Really Work (2010, methodology): “The ZMET technique may be used in mapping the consumers’ mental models that include both judgments and feelings (Christensen and Olson, 2002).”
Advancing from subjective to confirmatory personal introspection in consumer research (2004, background): “, for an example of same topic, consecutive weekly interviews and informant reflections over 18 weeks, see Cox, 1967) regarding the process being examined in the study, the interviewing of other persons involved directly in the process as well as insider auditors is likely to always improve research”