Concepts (page 58)

The remembered or nearby figure against which a buyer judges whether an asking price is high or low.

Reflective pondering is the thinking half of rumination: deliberately turning inward to work out what actually happened and what you would do differently. Its twin, brooding, asks a question that…

A Registered Report is a paper accepted for publication before its results exist. The design and the analysis plan go through peer review first, and if they are sound the journal commits to…

Regression to the mean is the fact that on any measure less than perfectly correlated with whatever it is being compared to, an extreme score will on average be followed by a less extreme one. It is…

Reintegrative shaming is John Braithwaite's name for disapproval that condemns what a person did while leaving the person inside a relationship of respect, and that ends with the person being…

Kim P. Corfman and Donald R. Lehmann tested models of who prevails when two people make a purchase decision together, and found that two things consistently made the strongest contributions to…

The subset of brands from which a consumer actually chooses.

Autobiographical memories are not spread evenly across a life. Ask people over thirty for their most important memories and the returns cluster roughly between ages 10 and 30. David Rubin and…

Repetitive negative thinking is one name for the thinking that will not stop, whichever direction it faces. Worry points forward, at what might happen. Rumination points back, at what already did…

A deliberate change of the position a brand holds in buyers' minds.

Representativeness is judging how probable something is by how much it resembles your mental picture of the category, or how much a sample resembles the process that produced it. Resemblance is fast…

Reputational herding is copying by somebody who is judged against his peers rather than against the truth. Where an information cascade has the copier discarding his own signal because the crowd's…