Cognitive scientists have proposed the construct of
abstract knowledge structures broadly termed as schemata.
Cognitive scripts are one form of memory structure that
evolve over multiple exposure to the same set of stimuli
and/or repeated enactment of a particular behavior.
Consumer researchers have been quick to borrow this
construct in their research and there is a growing body
of literature pertaining to scripts. However, problems
related to measuring the construct and subsequently
analyzing one type of script data, i.e., nominal categories,
for one specific purpose, i.e., computing indices of
similarity between scripts. A model of proximity between
scripts and a dynamic optimization procedure for
evaluating this proximity are presented and the procedure
is demonstrated through an illustrative example.
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