Category: Marketing Glossary

Company Statistics

Attribute – A qualitative characteristic of an individual, usually applied to distinguish a variable (or other quantitative characteristic). For example,sex is an attribute, but age a variable. Attributes are often dichotomous but not in every instance (for example, blood groups).…

Job Analysis

Commercial Psychology – The study of consumer behavior and industrial communications. The following are included in this subject: mass communication, creative formation of advertising messages, media models, integration of the communication mix into the marketing mix. See also: Mass Communication/Consumer…

Incidental Learning

Aided Recall – The technique of provoking the remembrance of a subject ( in an interview and/or research) by offering that subject specific referents as in (having shown him a list of words), “What words have you seen that started with…

Perceptual Mapping

Perception – Perceptio (Latin) =reception, understanding, insight. Getting to know the world around us by making use of all senses. Perception does not refer solely to the sense of sight (as is commonly thought) but also to hearing, smell, and…

Differential Threshold

Adaptation – Prolonged stimulation renders the sensory organs insensitive to further stimulation; the perceptive function is thus curtailed. For example: a smell or odor is no longer perceived after 30 seconds.  Attention – A selective process in which an individual,…

Discretionary Income

Discretionary Income – That segment of personal income beyond what is required to maintain a clearly defined or historical standard of living. This part may be saved, without detrimental consequences to the established standard of living, or it may be…

Variability

Psychologism – To (desire) refer to reduce everything to the tenets of psychology (behavior). This propensity is not restricted to psychologists, but is open to others, for example, the sociologist, as when he regards the formation of groups as function…

Decision Model

Affect – An indefinite term of various meanings – feeling, mood, emotion. Association – Literally: conjunction, connection, combination,. Indefinite term often used to indicate the relation or connection between two or more phenomena, objects or elements. Behavior – A key…

Communication Science

Channel – The means used to transmit communications. Channels include radio, TV, the press, and books. Channels differ from one another according to the following characteristics: capacity; effectiveness; structure; and function. See also: Communication/Mass Communication Communication – The flow of…

Recession

Prosperity – Riches: the financial success of a person, class of people, or country. Prosperity is characterized by a high level of economic activity, employment, and levels of investment. See also: Standard of living Purchasing Power – The financial means…