 | Term | Definition |
| |
affective function |
How attitudes influence our feelings. |
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affective involvement |
Expending emotional energy and heightened feelings regarding an offering or activity. |
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affective responses |
When consumers generate feelings and images in response to a message. |
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attitude |
A relatively global and enduring evaluation of an object, issue, person, or action. |
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attitude accessibility |
How easily an attitude can be remembered. |
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attitude confidence |
How strongly we hold an attitude. |
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ttitude persistence |
How long our attitude lasts. |
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attitude resistance |
How difficult it is to change an attitude. |
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attitude toward the act (Aact) |
How we feel about doing something. |
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attitude toward the ad (Aad) |
Whether the consumer likes or dislikes an ad. |
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attractiveness |
A source characteristic that evokes favorable attitudes if a source is physically attractive, likable, familiar, or similar to ourselves. |
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behavior (B) |
What we do. |
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behavioral intention (BI) |
What we intend to do. |
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belief discrepancy |
When a message is different from what consumers believe. |
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central-route processing |
The attitude formation and change process when effort is high. |
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cognitive function |
How attitudes influence our thoughts. |
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cognitive responses |
Thoughts we have in response to a communication. |
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comparative messages |
Messages that make direct comparisons to competitors. |
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connative function |
How attitudes influence our behavior. |
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counterarguments CAs |
Thoughts that disagree with the message. |
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credibility |
Extent to which the source is trustworthy, expert, or has status. |
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emotional appeals |
Messages that elicit an emotional response. |
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expectancy-value model |
A widely used model that explains how attitudes form and change. |
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favorability |
The degree to which we like or dislike something. |
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fear appeals |
Messages that stress negative consequences. |
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hedonic dimension |
An ad that creates positive or negative feelings. |
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match-up hypothesis |
The idea that the source must be appropriate for the product/service. |
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normative influences |
How other people influence our behavior through social pressure. |
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one-sided message |
A marketing message that presents only positive information. |
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peripheral-route processing |
The attitude formation and change process when effort is low. |
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sleeper effect |
Consumers forget the source of a message more quickly than they forget the message. |
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source derogations SDs |
Thoughts that discount or attack the source of the message. |
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strong argument |
A presentation that features the best or central merits of an offering in a convincing manner. |
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subjective norms (SN) |
How others feel about us doing something. |
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support arguments (SAs) |
Thoughts that agree with the message. |
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theory of reasoned action TORA |
A model that provides an explanation of how, when, and why attitudes predict behavior. |
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two-sided message |
A marketing message that presents both positive and negative information. |
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utilitarian functional dimension |
An ad that is informative. |
