Direct assessment of individual connotation and experience: An introduction to cognitive-affective mapping

Abstract: We introduce cognitive-affective maps (CAMs) as a novel tool to assess individual experiences and belief systems. CAMs were first presented by the cognitive scientist and philosopher Paul Thagard as a graphical representation of a mental network, visualizing attitudes, thoughts, and affective connotations toward the topic of interest. While CAMs were originally used primarily to visualize existing data, the recent release of the new software tool Valence has facilitated the applicability of CAMs for empirical data collection. In this article, we explain the concept and the theoretical background of CAMs. We exemplify how CAMs can be applied in research practice, including different options for analysis. We propose CAMs as a user-friendly and versatile methodological bridge between qualitative and quantitative research approaches and encourage incorporating the method into studies to access and visualize human attitudes and experience.