Amygdala: Part of limbic system, located at the end of the hippocampus. It is a set of neurons associated with basic responses and emotions such as fear and pleasure, particularly fear.
Analysis: Systematic approach to reviewing data collected through research or from observations toward identifying findings or conclusions about that data.
Anecdotal Information: A single example or experience used to illustrate something; for example, describing how a company uses a particular resource.
Claim Message: In business correspondence, it refers to a message requesting an adjustment for defective goods or services. A customer or client recognizes a defect in the product or service and approaches the company to address the problem.
Colavita Visual Dominance Effect: Term to describe the phenomenon that visual stimuli are acquired or noticed faster than any other stimulus. Consequently, the brain perceives visual information before it perceives any other kind of stimulus, giving visual stimuli a position of dominance over other kinds of stimuli.
Cost-Benefit Analysis: Process of considering the costs of implementing a project or program and the benefits the program may bring. Generally, if the benefits outweigh the costs, the program is perceived positively.
Economic Analysis: Systematic approach to reviewing economic data toward ascertaining conclusions about the economic conditions or financial aspects of implementing a project.
Experiential Learning: Learning through real performance of a task. Often linked to internship experiences or through substantive case study activities.
Feasibility Analysis: Systematic approach to ascertaining whether a proposed program or project is possible or feasible. Feasibility may be considered relative to any number of criteria, including but not limited to: economic analysis, technological availability, and organizational mission.
Hippocampus: Portion of brain associated with memory, facilitated through experiences. It is part of the limbic system of the brain, closely linked to memory, emotion, and learning.
Mirror Neurons: Type of brain neurons that helps one to learn new tasks through mimicking others as they perform that task; also associated with the development of empathy.
Multimodal Neurons: Neurons that are able to process information from multiple modes of representation—for example, auditory, touch, visual. Some are bi-modal, processing stimuli from two modes of representation; while others may be tri-modal, processing stimuli from three different modes of representation.
Neural Plasticity: Term used to describe neurons that develop electrical bridges over time. As a given piece of information is learned through repetition, more links between neurons are formed, facilitating faster processing of that information. Conversely, if a task is not performed or information not used over a period of time, the individual may lose related connections, causing lack of remembrance of how to do the task or recall the information.
Prefrontal Cortex: Located near the front and among the last portions of the brain to develop, it is associated with decision making and complex problem solving. It is also associated with self-control, attention, and prioritizing of information.
Primary Research (also, Empirical Research): Systematic observation, experiment, or survey conducted by the researcher. It may be reported in a published work or used internally.
Secondary Research: Research findings or other information reported in published articles or books, or made available to an audience using other delivery methods.
Social Presence Theory: The degree to which communicators are perceived as being real or in each other’s presence during communication; often linked to certain kinds of technology-mediated communication acts. Video conferencing tools such as Skype may facilitate high social presence (high level of perceived real presence) while e-mail facilitates low social presence.
SWOT [Strengths, Weaknesses, Opportunities, Threats] Analysis: Acronym representing the various aspects associated with a systematic approach to comparing a business’s products and services to those of its competitors toward ascertaining competitive advantage. S and W represent an internal consideration of which products or services the company are doing well in the market (strengths) and which are not doing well (weaknesses). O and T represent external consideration of products or services offered by the company’s competitors. Which competitor products or services are not doing well in the market (opportunities) and which are doing well (threats)? Products or services the company offers that are doing well and are positioned positively against competitors’ products or services represent a competitive advantage for the company. Companies emphasize any competitive advantage in their marketing communications.
Uni-Modal Neurons: Neurons that are able to process information from only one mode of representation—for example, auditory, touch, visual.