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In a two-factor experiment, an interaction can distort the main effects of either or both factors.
Reciprocity Norm
A social norm that suggests individuals should repay, in kind, what another has provided or done for them.
Role Transference
A psychological phenomenon where an individual assumes the attitudes, behaviors, or roles of another group or person, often seen in marketing when consumers identify with brand personalities.
Consubstantiation
The concept of acknowledging a shared essence among entities while still maintaining their distinct identities.
Liminality
A transitional state or phase in which a person or group is on the threshold between two different positions, conditions, or stages, often associated with rituals.
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