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bipolar scale

Overview page. Subjects: Marketing — Psychology.

A scale used for a range of responses with the extremes at opposite ends and more moderate responses in the middle.

It forces the respondent to make some sort of choice rather than...

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boomerang effect

Overview page. Subjects: Psychology — Marketing.

A strong counter-reaction when there is a deliberate attempt to change an attitude (resulting in a strengthening or adoption of the attitude that the marketer was attempting to change) or,...

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cross-tabulation

Overview page. Subjects: Marketing — Psychology.

In statistics, a table with a cell for each combination of values of two or more variables in which the entries represent the number of cases having each specific combination of values.

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delayed gratification

Overview page. Subjects: Marketing — Psychology.

Renouncing immediate reward or satisfaction in order to obtain a larger reward in the future, as when a person invests money instead of spending it immediately.

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paradigm shift

Overview page. Subjects: Marketing — Psychology.

According to a doctrine propounded by the US historian and philosopher of science Thomas S(amuel) Kuhn (1922–96) in his book The Structure of Scientific Revolutions (1962), a rapid change,...

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