Cognitive maps and consumption of non-traditional products and services.

The present study aims at understanding cognitive maps among a sample of 1,868 Italian consumers in relation to five different types of non-traditional products and services: organic food, phytotherapy, homeopathy, oriental medicine and musicotherapy. Using the Laddering Technique (see for example Bagozzi & Edwards, 1998) it was possible to highlight the reasons behind the choices of not-traditional consumptions. The results are as follows. Organic foods are chosen because: a) they are natural products, therefore they are perceived as being environment-friendly, healthier and more nourishing than traditional foods; b) they guarantee higher standard of quality and safety, since they are carefully checked before being certified as organic foods; c) no substances produced by chemically synthesis or genetically modified organisms have been used to produce these foods. Phytotherapy is perceived as being: a) healthier and more natural than traditional medicines; b) more effective not only on physical but also psychological health; c) less damaging to the body, since it does not use substances produced by chemically synthesis. Homeopathy is chosen mainly because: a) of its therapeutic efficacy; b) it offers natural remedy; c) it implies a process of introspection through it is possible to address esistential and psychological aspects of the diseases. Oriental medicine is chosen mainly because: a) it is perceived as effective and useful; b) it seems to have no contraindications and no harm to the organism; c) it is more natural and healthier than the western medicine; d) it offers not invasive and more pleasant therapies. Musicotherapy is chosen because it is regarded as being stimulating, pleasant and effective for improving the psychological and physical well-being.