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consumer-jury technique

a method of testing advertising appeals before an actual product promotion campaign is started in a test market. “Jury” members usually consist of typical consumers of the product category. They are shown a selection of proposed advertisements and asked to evaluate them in terms of which advertisement would be most likely to induce them to purchase the product. The consumer-jury technique has been found to be an accurate predictor of advertising effectiveness. See also continuous panel.

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Psychology term of the day

March 17th 2025

principled negotiation

principled negotiation

a procedure to resolve the conflict between individuals or groups that strives for a mutually beneficial resolution while acknowledging the value of ongoing relationships. The procedure has four main components: (a) separating interpersonal problems from the more substantive issues between the parties and dealing with each issue individually, (b) focusing on the parties’ real interests rather than on what they initially say they want, (c) developing possible solutions that benefit all parties, and (d) insisting on objective criteria for the parties’ decisions. [first described in 1981 by Roger Fisher (1922–2012) and William L. Ury, U.S. experts on negotiation]