| A | B |
|---|
| Judgement | a balanced weighing up of evidence preparatory to making a decision. |
| Attitude | Are positive, negative, or neutral views of a person, behavior or event. Attitudes come from judgements. Attitudes are expected to change as a function of experience |
| ABC Model | Affect, behavioral change, cognition |
| Affective response | a physiological response that expresses an individual's preference for an entity |
| Behavioral intention | a verbal indication of the intention of an individual |
| cognitive response | a cognitive evaluation of the entity to form an attitude. |
| Theory | a organized system of ideas or beliefs that can be measured |
| Theory Creation | Exploration, Description, Explanation, Model, Validation |
| Prospect Theory | people feel more pain from loss than pleasure from profit |
| Endowment Effect | You value something higher than it is truly worth |
| Mental Accounting | Complaining about $4/gallon gas, but paying $4 for a shot Dt |
| Consumer Power Model | Consumers, markets, public policy, consumer organizations, trade associations, media environment, technology, economy |
