Concepts (page 106)

Tribal psychology is the evolved human tendency to divide the social world into in-groups and out-groups, extending cooperation and trust to the in-group while treating the out-group with suspicion…

A trigger is something in the ordinary environment that brings a product back to mind. It has nothing to do with how interesting the product is. Berger and Schwartz found that products cued often by…

A model in which trust in a seller rests on three parts: operational competence, benevolence and problem-solving orientation.

True halo is agreement among a person's ratings that reflects real links between their qualities. Illusory halo is agreement produced by the rater's overall impression, which spreads to qualities…

Truth bias is the tendency to judge other people's messages as honest more often than the facts justify. In Bond and DePaulo's 2006 meta-analysis of 206 documents, judges rated about 55 to 57 per…

The short pause between one speaker's turn and the next, which comparison across ten languages found to be kept brief everywhere.

Two ways of describing personality: sorting people into separate kinds, or placing them at a point on continuous dimensions.

Typicality and novelty are two qualities of a design that each raise liking and yet pull against each other. In 2003 Paul Hekkert, Dirk Snelders and Piet van Wieringen reported three studies of…

The ultimatum game is a two-player bargaining task. One player proposes how to split a sum of money and the other accepts or rejects the proposal. If the second player rejects, both players receive…

Ultradian rhythms are cycles that repeat more than once a day, as opposed to the roughly twenty-four-hour circadian cycle. The one everybody means is the ninety-minute cycle, a rise and fall said to…

A Ulysses pact is a freely made decision designed to bind your future self. Ulysses had his crew plug their ears with beeswax and lash him to the mast, so he could hear the Sirens without being able…

A cultural value dimension describing how far people prefer to reduce ambiguity and risk.