Concepts (page 62)
- Schema and Script
A schema is a web of associations around a concept, built from facts and from personal episodes. A script is a schema for a sequence of actions, such as the steps of buying and drinking a bottled…
- Schema Congruity
How well a product fits the schema of its category. Joan Meyers-Levy and Alice Tybout found in three experiments that products moderately incongruent with their category drew more favourable…
- Screen Inferiority
Screen inferiority is the small but consistent advantage paper holds over screens on reading comprehension. Pablo Delgado, Cristina Vargas, Rakefet Ackerman and Ladislao Salmerón pooled 54 studies…
- Script and Brand Name Recall
Script and brand name recall is the proposal that the way a language is written shapes how brand names are remembered. A 1994 paper in the Journal of Consumer Research by Bernd Schmitt, Yigang Pan…
- Scriptura Continua
Scriptura continua is writing without spaces between words, the norm in Greek and Latin antiquity. Reading it was a decoding task rather than a fluent one, which is why reading aloud was standard…
- Second Opinion
Two different things go under one name. A second look, where the same expert reads the same material again after a delay. And a second opinion, where a different expert reads it. Both reduce system…
- Selection Versus Effect
Selection versus effect is the standing objection to cultivation research. The claim is that heavy viewing shifts beliefs; the objection is that anxious people may simply watch more, rather than…
- Selective Accessibility
Selective accessibility is the account Mauricio Palmeira and Joydeep Srivastava give of why a free offer holds its value. A low price comes to mind first and anchors the judgement of what a product…
- Selective Attention
The ability to follow one stream of information, such as one voice among several, while filtering out the rest. Listening experiments from the 1950s onwards showed that little of the ignored stream…
- Self-Adjudicated Dispute
A self-adjudicated dispute is one of this publication's own analytical tools. It names the move in which an author acknowledges that a claim is contested and then resolves the contest by citing the…
- Self-Affirmation Theory
Self-affirmation theory is Claude Steele's 1988 account of how people protect an image of themselves as adequate, and of how reflecting on a value that matters to them can restore that image when a…
- Self-Binding
Self-binding is deliberately and willingly putting literal barriers between yourself and the thing you overconsume, in order to mitigate compulsive overconsumption. Anna Lembke's taxonomy in…