Concepts (page 50)

Yeosun Yoon, Zeynep Gürhan-Canli and Norbert Schwarz found that the same social activity helps a company, does nothing for it, or hurts it, depending on how consumers read the motive behind it…

Perceived variety is how varied a range looks to the shopper, which is not the same as how many items it holds. It rests on cues such as whether a favourite is still on the shelf and how much space…

Perceived volume is the impression of how much a container holds. In a set of seven experiments published in 1999, container height emerged as a main cue people use as a shortcut when judging volume.

Consumers rate how similar brands are, and software turns that into a map whose axes reveal the criteria they actually use, without the researcher naming any in advance.

Perception is an inference drawn from insufficient evidence, so it needs assumptions to close the gap. You did not choose them, you cannot inspect them, and their output arrives feeling like plain…

Expressing a total cost as a stream of small, frequent amounts, such as a daily figure in place of a yearly one.

Personal belief in a just world is the belief that the world is just for me, as distinct from the general belief that the world is just. Claudia Dalbert's 1999 paper in Social Justice Research…

Personal branding is the pattern of signals through which other people come to know what a professional is like to work with. The research behind it comes from the study of impression formation…

Personality prediction is inferring somebody's position on a personality trait from behavioural traces rather than from a questionnaire. A model is trained on people who supplied both their traces…

Personified emotion is the practice of addressing a feeling as a character rather than as a state. The feeling is given a name, a capital letter, a voice and something it wants, and then it is asked…

Persuasion knowledge is what people know about how persuasion works, and how they use it to cope with a pitch. Once a message is recognised as persuasion, people apply their defences to it, which is…

Persuasive design is the deliberate engineering of products, interfaces, games, feeds, notifications, to maximise engagement by exploiting known psychological mechanisms. The discipline traces to…