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Journal of the Academy of Marketing Science
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Categorizing Cognitive Responses: An Empirical Investigation of the Cognitive Intent Congruency Between Independent Raters and Original Subject Raters

Karin Braunsberger

University of South Florida St. Petersburg, braunsbe{at}stpt.usf.edu

R. Brian Buckler

Avila University, bucklerrb{at}mail.avila.edu

David J. Ortinau

University of South Florida, Tampa, dortinau{at}coba.usf.edu

Cognitive response coding is relevant for researchers who collect cognitive responses from individuals in the form of answers to open-ended questions or as thoughts produced while exposed to advertising messages. Coding of these cognitive responses is normally completed by a panel of two to four independent judges. This article is the first to empirically investigate cognitive intent congruence aspects underlining the data generated through cognitive response coding. The results show that there are definite gaps in the congruence of cognitive intent between the cognitive coding results that respondents, serving as cognitive response coders of their own thoughts, can provide and those cognitive response patterns provided by independent raters. The current study’s results raise a "yellow" caution flag regarding external independent raters’ ability to produce valid cognitive intent coding patterns that cannot be ignored by future researchers. The authors offer interpretation, implications, limitations, and directions for future research.

Key Words: cognitive response coding • cognitive intent validity • cognitive intent congruence • independent raters versus subject raters

Journal of the Academy of Marketing Science, Vol. 33, No. 4, 620-632 (2005)
DOI: 10.1177/0092070305279613
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