The effects of context on multidimensional spatial cognitive models

Abstract

Spatial cognitive models obtained by multidimensional scaling represent cognitive structure by defining alternatives as points in a coordinate space based on relevant dimensions such that interstimulus dissimilarities perceived by the individual correspond to distances between the respective alternatives. The dependence of spatial models on the context of the judgments required of the individual was investigated. Context, which is defined as a perceptual interpretation and cognitive understanding of a judgment situation, was analyzed and classified with respect to five characteristics: physical environment, social environment, task definition, individual perspective, and temporal setting. Four experiments designed to produce changes in the characteristics of context and to test the effects of these changes upon individual cognitive spaces are described with focus on experiment design, objectives, statistical analysis, results, and conclusions. The hypothesis is advanced that an individual can be characterized as having a master cognitive space for a set of alternatives. When the context changes, the individual appears to change the dimension weights to give a new spatial configuration. Factor analysis was used in the interpretation and labeling of cognitive space dimensions.