a relatively global and enduring evaluation of an object, issue, person, or action.
How attitudes influence our thoughts.
how attitudes influence our feelings.
how attitudes influence our behavior.
the degree to which we like or dislike something.
how easily an attitude can be remembered.
how strongly we hold an attitude.
how long our attitude lasts.
how difficult it is to change an attitude.
when our evaluations regarding a brand are mixed (both positive and negative).
the attitude formation and change process when effort is high.
the attitude formation and change process when effort is low.
thoughts we have in response to a communication.
thoughts that disagree with the message.
support arguments (SAs)
thoughts that agree with the message.
Source derogations (SDs)
thoughts that discount or attack the source of the message.
when a message is different from what consumers believe.
a widely used model that explains how attitudes form and change.
theory of reasoned action (tora)
a model that provides an explanation of how, when, and why attitudes predict behavior.
what we do.
behavioral intention (BI)
what we intend to do.
attitude toward the act (A_act)
how we feel about doing something.
subjective norms (SN)
how others feel about our doing something.
how other people influence our behavior through social pressure.
theory of planned behavior
an extension of the TORA model that predicts behaviors over which consumers perceive they have control.
extent to which the source is trustworthy, expert, or has status.
consumers forget the source of a message more quickly than they forget the message.
a presentation that features the best or central merits of an offering in a convincing manner.
a marketing message that presents only positive information.
a marketing message that presents both positive and negative information.
messages that make direct comparisons with competitors.
expending emotional energy and heightened feelings regarding an offering or activity.
when consumers generate feelings and images in response to a message.
messages designed to elicit an emotional response.
a source characteristic that evokes favorable attitudes if a source is physically attractive, likable, familiar, or similar to ourselves.
the idea that the source must be appropriate for the product/service.
messages that stress negative consequences.
terror management theory (TMT)
a theory which deals with how we cope with the threat of death by defending our world view of values and beliefs.
attitude toward the ad (A_ad)
whether the consumer likes or dislikes an ad.
utilitarian (functional) dimension
when an ad provides information.
when an ad creates positive or negative feelings.