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| a multidimensional perspective stating that attitudes are jointly defined by affect, behavior, and cognition |
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| the way a consumer feels about an attitude objects |
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| a story told about an abstract trait or concept that has been personified as a person, animal, or vegetable |
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| a lasting, general evaluation of people, objects or issues |
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| anything toward which one has an attitude |
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| Attitude Toward the Act of Buying |
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| the perceived consequences of a purchase |
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| considers relations among elements a person might perceive as belonging together, and people's tendency to change relations among elements in order to make them consistent or "balanced" |
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| Basking in Reflected Glory |
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| the practice of publicizing connectiosn with successful people or organizations to enhance one's own standing |
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| a consumer's actions with regard to an attitude object |
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| the beliefs a consumer has about an attitude object |
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| a framework specifying tha ta number of elements are necessary for communication to be achieved, including a source, message, medium, receivers and feedback |
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| a strategy in which a messagae compares two or more specifically named or recognizably presented brands and makes a comparison of them in terms of one or more specific attributes |
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| we form an attitude because it helps us to gain rewarads or avoid punishment |
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| attitudes we form to protect ourselves either from external threats or internal feelings |
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| Elaboration Likelihood Model |
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Definition
| the approach that one of two routes to persuasion (central v. peripheral) will be followed, depending on the personal relevance of a message; the route taken determines the relative importance of the message contents versus other characteristics, such as source attractiveness |
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| Experimental Hierarchy of Effects |
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Definition
| an attitude is initially formed on the basis of a raw emotional reaction |
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| an attempt to change attitudes or behavior through the use of threats or by highlighting negative consequences of noncompliance with the request |
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| Foot-in-the-Door Technique |
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| based on the observation that a consumer is more likely to comply with a request if her or she has first agreed to comply with a smaller request |
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| Functional Theory of Attitudes |
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| states that attitudes exist because they serve some function for the person; consumers who expect that they will need to deal with similar situations at a future time will be more likely to start to form an attitude in anticipation |
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| a fixed sequence of steps that occurs during attitude formation; this sequence varies depending on such factors as the consumer's level of involvement with the attitude object |
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| the process of forming an attitude to conform to another person's or group's expectations |
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| deep-seated attitudes attitudes become part of our value system |
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| the process of forming an attitude to provide order, structure or meaning |
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| Lattitudes of Acceptance and Rejection |
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| in the social judgement theory of attitudes, the notion that people differ in terms of the information they will find acceptable or unacceptable; they form latitudes of acceptance and rejection around an attitude standard; ideas that fall within a latitude will be favorably received, but those falling outside of this zone will not |
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| Low-Involvement Hierarchy of Effects |
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| the process of attitude formation for prodcuts or services that carry little risk or self-identity |
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| the practice of promoting and selling goods and services via wireless devices including cell phones, PDAs and iPods |
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| the use of an explicit comparison between a product and some other person, place or thing |
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| Multiattribute Attitude Models |
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Definition
| those models that assume that a consumer's attitude of an attitude object depends on the beliefs he or she has about several or many attributes of the object, the use of a multiattribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them to derive a measure of the consumer's overall attitude |
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| Multiple Pathway Anchoring and Adjustment Model |
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| a model that emphasizes multiple pathways to attitude formation |
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| popular strategy based on the idea that a marketer will be much more successful in persuading consumers who have agreed to let them try |
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| an active attempt to change attitudes |
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| an audio broadcast that people listen to on portable MP3 players or laptops |
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| Principle of Cognitive Consistency |
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Definition
| the belief that consumers value harmony among their thoughts, feelings and behaviors and that they are motivated to maintain uniformity among these elements |
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| calling attention to a product's negative attributes as a persuasive strategy where a negative issue is raised and then dismissed; this approach can increase source credibility |
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| a literary device, frequently used in advertising that uses a play on words to communicate a product benefit |
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| an alternative explanation of dissonance effects; it assumes that people use observations of their own behavior to infer their attitudes toward some object |
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| comparing two objects that share a similar property |
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| the process whereby differences in attitude change between positive and negative sources seem to diminish over time |
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| the perspective that people assimilate new information about attitude objects in light of what they already know or feel; the initial attitude acts as a frame of reference and new information is categorized in terms of this standard |
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| the set of technologies that enable users to create content and share it with a large number of others |
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| the power of others to influence what we do regardless of our internal beliefs |
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| a company executive or other biased source poses as some one else to tout his organization in social media |
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| the dimensions of a communcator that increase his or her persuasivenss; these include expertise, objectivity, and attractiveness |
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| a communications source's perceived expertise, objectivity, or trustworthiness |
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| the use of animated characters or fictional mascots as product representatives |
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| Standard Learning Hierarchy |
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| the traditional process of attitude formation that starts with the formaiton of beliefs about an attitude object |
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| an additional component to the multiattribute attitude model that accounts for the effects of what we believe other people think we should do |
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| Theory of Cognitive Dissonance |
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| theory based on the premise tha a state of tension is created when beliefs or behaviors conflict with one another; people are motivated to reduce this inconsistency and thus eliminate unpleasant tension |
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| Theory of Reasoned Action |
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| an updated version of the fishbein multiattribute attitude theory that considers factors such as social pressure and attitude toward the act of buying rather than simply attitudes toward the product itself |
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| states that the criterion of behavior in the reasoned action model of attitude measurement should be replaced with trying to reach a goal |
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| a popular social media platform that restricts the poster to a 120 word entry |
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| the perspective that two seperate psychological processes are operating when a person is repeatedly exposed to an ad; repitition increases familiarity and thsu reduces uncretainty about he product but over time boredom incurred begins to exceed the amount of uncertainty reduced, resulting in wear out |
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| states that we develop some attitudes toward products simply because they provide pain or pleasure |
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| Value-Expressive Function |
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| states we develop attitudes toward products because of what they say about him or her as a person |
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| posting video diaries on sites such as youtube or photos on flikr |
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| immersive 3D virtual environments such as Second Life |
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| small programs that users can download onto their desktops, or embed in their blogs or profile pages, that import some form of live content |
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