(See related pages)
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| Affective component | feelings or emotional reactions to an object. (See page(s) 390) |
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| Attitude | an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. (See page(s) 386) |
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| Behavioral component | one’s tendency to respond in a certain manner toward an object or activity. (See page(s) 390) |
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| Benefit segmentation | segmenting consumers on the basis of their most important attribute or attributes. (See page(s) 411) |
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| Cognitive component | consists of a consumer’s beliefs about an object. (See page(s) 387) |
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| Comparative ads | directly compare the features or benefits of two or more brands. (See page(s) 407) |
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| Constant-sum scale | a popular way of measuring importance weights. (See page(s) 389) |
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| Elaboration likelihood model (ELM) | a theory about how attitudes are formed and changed under varying conditions of involvement as described earlier. (See page(s) 400) |
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| Emotional ads | designed primarily to elicit a positive affective response rather than provide information or arguments. (See page(s) 408) |
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| Fear appeals | the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered. (See page(s) 405) |
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| Humorous appeals | ads built around humor which appear to increase attention to and liking of the ad. (See page(s) 406) |
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| Likert scale | presents statements claiming that the brand has a certain characteristic or that the consumer has a specific affective response to the overall brand or an aspect of it. (See page(s) 394) |
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| Mere exposure | the idea that simply presenting a brand to an individual on a large number of occasions might make the individual’s attitude toward the brand more positive. (See page(s) 397) |
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| Message framing | presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing). (See page(s) 410) |
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| Mutiattribute attitude model | based on the logic that because all of the components of an attitude are generally consistent, the more favorable the overall attitude is. (See page(s) 388) |
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| One-sided message | messages where the benefits of a particular product are presented without mentioning any negative characteristics it might possess or any advantages a competitor might have. (See page(s) 410) |
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| Semantic differential scale | lists the various attributes and characteristics of a brand that might be part of the target market’s attitude toward the brand. (See page(s) 393) |
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| Source credibility | based on two basic dimensions, trustworthiness and expertise, it occurs when the target market views the source of the message as highly credible. (See page(s) 401) |
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| Spokes-characters | can be animated animals, people, products, or other objects. (See page(s) 404) |
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| Sponsorship | a company providing financial support for an event. (See page(s) 404) |
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| Testimonial ads | a person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea. (See page(s) 401) |
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| Theory of reasoned action | holds that behavioral intentions are based on a combination of the attitude toward a specific behavior and the motivation to comply with the normative beliefs. (See page(s) 393) |
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| Two-sided message | messages that provide good and bad points of a particular product. (See page(s) 410) |
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| Utilitarian appeals | involve informing the consumer of one or more functional benefits that are important to the target market. (See page(s) 409) |
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| Value-expressive appeals | attempt to build a personality for the product or create an image of the product user. (See page(s) 409) |