a point on the scale for a property that indicates a normal value for the property concept word. Example: in regard to height of a person, tall/short means taller/shorter than a normal height. The reference point is relative: tall for a person is short for a tree. The reference point can be expressed overtly, as in She's kind of short for a basketball player. The term reference point is also used as a synonym for anchor; we will avoid that use in this book. (Section 4.1.2)