Concepts (page 49)

Para-social interaction is the term Donald Horton and R. Richard Wohl introduced in 1956 for the one-sided sense of closeness between an audience and a media performer. Later researchers narrowed it…

A parasocial relationship is the one-sided attachment an audience member builds with a media figure who does not know them, across many viewings. Researchers separate it from parasocial interaction…

Parenting styles are the broad patterns in how parents combine warmth with control. The typology begins with Diana Baumrind's 1966 paper in Child Development, which described permissive…

Peak attention is Tim Wu's name for the bounded window in which most of a country watched the same programme, and the same advertisements, at the same moment. The point of naming it a peak is that…

The peak-end rule is the claim that a finished experience is judged afterwards from two moments, the most intense one and the last one, rather than from the whole of it. The finding is Barbara…

Peer-suasion is Robert Cialdini's term for the extra pull of social proof when the people shown are like the reader. A hotel card citing guests who stayed in the same room is the standard example…

A person's belief about how able they are to carry out an act.

Perceived brand globalness is the degree to which consumers see a brand as sold and recognised in many countries. The Why We Project uses the term for a 2003 paper in the Journal of International…

How well a shopper feels a site's product presentation lets them judge the product.

Perceived differentiation is how far buyers see meaningful differences between rival brands in a category, measured by asking them instead of assuming the answer. The finding reported by Jenni…

Perceived physical activity is how active people believe they are, usually compared with others their age, measured separately from what they actually do. The two come apart, and the perception is…

Perceived realism is how real a story world seems to the person inside it. Rick Busselle and Helena Bilandzic separated two kinds in 2008: external realism, the match between a story and the real…