A Novel Network Approach to Capture Cognition and Affect: COVID-19 Experiences in Canada and Germany

Abstract

We tested a novel method for studying human experience (thoughts and affect). We utilized Cognitive-Affective Maps (CAMs)–an approach to visually represent thoughts and their affective connotations as networks of concepts that individuals associate with a given event. Using an innovative software tool, we recruited a comparative sample of (n = 93) Canadians and (n = 100) Germans to draw a CAM of their experience (events, thoughts, feelings) with the Covid-19 pandemic. We treated these CAM networks as a series of directed graphs and examined the extent to which their structural properties (latent and emotional) are predictive for the perceived coronavirus threat (PCT). Across multiple models, we found consistent and significant relationships between these network variables and the PCT in both the Canadian and German sample. Our results provide unique insights into individuals' thinking and perceptions of the viral outbreak. Our results also demonstrate that a network analysis of CAMs' properties is a promising method to study the relationship between human thought and affective connotation. We suggest that CAMs can bridge several gaps between qualitative and quantitative methods. Unlike when using quantitative tools (e.g., questionnaires), participants' answers are not restricted by response items as participants are free to incorporate any thoughts and feelings on the given topic. Furthermore, as compared to traditional qualitative measures, such as structured interviews, the CAM technique may better enable researchers to objectively assess and integrate the substance of a shared experience for large samples of participants.

Who’s gonna use this? Acceptance prediction of emerging technologies with Cognitive-Affective Mapping and transdisciplinary considerations in the Anthropocene

“…A wide variety of analytical tools for CAMs are currently being developed. For example, quantitative indicators of CAMs, such as average valence, have been investigated in experimental designs (Reuter et al, 2021), or questionnaire data and CAM data have been quantitatively compared (Mansell et al, 2021). The quantitative analysis possibilities of CAMs are currently being further developed with methods of network theory (e.g.…”

Direct assessment of individual connotation and experience

“…Using the mapping tool, please draw everything that comes to mind concerning your experience with the coronavirus. Think about what matters in the current coronavirus outbreak, and please do your best to draw everything that comes to your mind concerning the coronavirus" (Mansell, Reuter, et al, 2021). The number of links on a node normalized by the total number of possible links.…”

“…Here we demonstrate the applicability of CAMs using an example taken from a CAM study about individuals' experience with the coronavirus pandemic (Mansell, Reuter, et al, 2021). Participants were first instructed how cognitive-affective mapping works and how they can draw a CAM with Valence.…”

“…Furthermore, the Valence software allows for flexible project planning in that participants can be presented with a list of predefined concepts, which can be arranged into a CAM (as in Reuter et al, 2021) or asked to generate and relate their own unique set of concepts (as in Mansell, Reuter, et al 2021).…”

“…To test correlations inferentially, classical significance tests, especially correlation and regression analysis, can be used. Mansell, Reuter, et al (2021) collected CAMs on the topic of the coronavirus pandemic and, at the same time, questionnaires on attitudes toward the pandemic. A central questionnaire scale was the perceived threat of the coronavirus.…”