Concepts (page 57)
- Really New Products
Really new products are the marketing literature's term for products whose usefulness a consumer cannot estimate from experience, as distinct from incrementally new ones that fit an existing frame…
- Reasons Analysis
Reasons analysis is explaining why you like something before you choose. In a set of studies from 1991 onwards, it pulled people's choices away from what they would otherwise have preferred, and in…
- Reciprocity
Reciprocity is the felt obligation to repay what someone has given us. In persuasion it becomes a tactic: give first, even something small and unasked for, and the other person feels a pull to give…
- Recognition Versus Understanding
Martin Eisend, Eva van Reijmersdal, Sophie C. Boerman and Farid Tarrahi's meta-analysis separates two events that the disclosure debate usually treats as one. Noticing that a piece of content is…
- Recommender Systems
Recommender systems are software that suggests products from what similar shoppers did. In published field tests where sales were measured directly, they added one to five per cent on average. Much…
- Reconstructive Memory
Memory assembles rather than retrieves. What comes back is built at the moment of asking, from fragments, and the build is shaped by present mood, present belief and everything learned since the…
- Red Advantage in Combat Sports
The red advantage in combat sports is the reported edge for competitors who wear red in contests such as boxing, taekwondo and wrestling. A 2024 meta-analysis of 6,589 contest outcomes found that…
- Red Sneakers Effect
The red sneakers effect is the finding that observers can credit a person who deliberately and visibly breaks a dress code with higher status and competence than a person who follows it. It was…
- Redemption Momentum
Redemption momentum is the rise in a loyalty member's purchasing both before and after they redeem points, even a small share of their balance. Matilda Dorotic and colleagues named it in 2014 after…
- Reference Class Forecasting
Reference class forecasting is a method that builds a forecast for a project from the recorded outcomes of comparable completed projects, and not from the details of the project itself. It is the…
- Reference Group
A group whose presumed views a person uses as a guide for behaviour in a given situation.
- Reference Point
In prospect theory, value is felt as a change from a reference point rather than as an absolute state. Move the reference point and the same outcome becomes a gain or a loss without anything real…