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Toward a Methodology for the Measurement of Knowledge Structures of Ordinary People

The Conceptual Content Cognitive Map (3CM)

College of Forest Resources, University of Washington

Stephen Kaplan

University of Michigan

Mental models guide people's perceptions, decisions, and behavior regarding environmental problems and other issues. Hence, understanding these models would aid in understanding how people perceive problems, in determining how information may be most effectively shared, and in designing strategies for behavior change. Given this need for assessment, it would be helpful to expand the repertoire of available measurement approaches. The 3CM method, based on an extended theory of cognitive maps, is proposed as a new approach to assessing people's mental models. This approach is unique in its emphasis on the notion of "ownership" of the concepts that serve as landmarks in the cognitive map. Two recently developed implementations of the approach, each suited to different contexts and purposes, are described. Preliminary results suggest that the approach meets the criteria of construct validity, of being user friendly, and of providing information complementary to that obtained using traditional measures.

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