Similarity analysis of cognitive scripts

The construct of abstract knowledge structures (broadly termed as schemata) has been proposed by cognitive scientists. Cognitive scripts are one type of memory structure that evolves over multiple exposure to the same set of stimuli and/or repeated enactment of a specific behavior. A model of proxim...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 1988-07, Vol.16 (2), p.36-42
Main Authors: Lakshmi-Ratan, R. A., Iyer, Easwar
Format: Article
Language:English
Subjects:
Cognitive
Consumer behavior
Memory
Optimization techniques
Psychology
Science
Scripts
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Summary:The construct of abstract knowledge structures (broadly termed as schemata) has been proposed by cognitive scientists. Cognitive scripts are one type of memory structure that evolves over multiple exposure to the same set of stimuli and/or repeated enactment of a specific behavior. A model of proximity between scripts and a dynamic optimization technique for assessing this proximity are presented. Any script can be seen as an ordered subset of the superset of all relevant elements. The proximity between any 2 given scripts can be defined as the minimum of measures (quantified in some way) of all acceptable methods in which one script can be changed into the other. In an illustrative example of the dynamic programming method, 3 sample scripts are considered. The alphabet of the elements of the scripts is derived, and the measures of the elementary operations (insert, delete, substitute) on the elements are defined. The distance between the scripts is computed. The technique gives the measure of proximity between scripts and allows description of the optimum way of obtaining the proximity value.
ISSN:0092-0703
1552-7824
DOI:10.1007/BF02723314