Concepts (page 25)
- Price Fairness
The belief that a price should bear a defensible relation to what something cost to produce. Bolton, Warlop and Alba found consumers start from the assumption that sellers are taking more than they…
- Price Framing
The same total, presented in different parts, is judged differently. The presentation is a competitive weapon rather than an accident of layout.
- Price Pacts
A price pact is a precommitment that stakes your own money, forfeited if you do not follow through, and it runs on loss aversion rather than reward. The headline evidence for it has been widely…
- Priced Simultaneity
Priced simultaneity is mass simultaneous attention sold directly to the audience rather than given away and monetised on the advertiser side. It is this publication's own construct, not a research…
- Prime Time
Prime time is ownership of a slice of the clock: the same hour, every night, claimed by one network until the audience arrives out of habit rather than decision. Tim Wu dates its invention to Amos…
- Privacy Calculus
The privacy calculus is the idea that people decide whether to share personal data by weighing what they expect to gain against the risks they perceive. Reviews of the privacy paradox treat it as…
- Probabilistic Promotions
A probabilistic promotion offers an uncertain reward, such as a one in ten chance of getting the item free, in place of a sure discount worth the same on average. These offers often win. Research…
- Process Losses and Process Gains
Process losses and process gains are the accounting vocabulary for why a group's output differs from the sum of what its members could have produced alone. Ivan Steiner's 1972 formula is a…
- Processing Fluency
Processing fluency is how easily something is read, said or mentally parsed, and it quietly shapes judgements that have nothing to do with reading: whether a claim seems true, an option safe, a…
- Product Placement
Product placement is putting brands inside entertainment. The research shows a trade-off: placements that stand out are remembered and discounted, while placements that fit their scene persuade…
- Progress Monitoring
Progress monitoring is tracking how you are doing against a goal. A 2016 meta-analysis of 138 studies found it helps people reach goals, and helps more when progress is reported to someone or…
- Progressive Difficulty
Progressive difficulty is Adam Alter's fourth ingredient of behavioural addiction: challenge has to keep rising or engagement dies. A game you always win stops being a game. The theory underneath is…