frame of reference
Definition:
The standard or framework which serves as a reference against which the properties of a particular object are judged. A way of referring to the influence of a cognitive system upon its component cognitions.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Jennifer L. Drayton],.