| A | B |
|---|
| attitude | a lasting, general evaluation of people, objects, advertisements, or issues |
| Utilitarian function | general attitude function is most closely related to the basic principles of reward and punishment |
| internalization | The highest level of involvement in regards to the levels of commitment to an attitude. |
| compliance | The lowest form of involvement in regards to the levels of commitment to an attitude. |
| Source | the first element in the traditional communications model. |
| feedback | telling the salesperson what you thought about a purchase is providing THIS part of the communications model |
| Permission marketing | acknowledges that marketers will be more successful wconsumers who have already agreed to listen/watch to them. |
| credibility and attractiveness | Two important source characteristics whether the message will be accepted or not |
| halo effect | This means that for instance physically attractive people are perceived as smarter, cooler, and happier than average people |
| source credibility | A communicator's expertise, objectivity and trustworthiness |
| sleeper effect | THIS occurs when people appear to "forget" about the negative source and change their attitude. |
| familiarity and boredom | According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of THESE 2 things |
| resonance | An ad showing someone in a corn field with a text that reads: "outstanding in his field." reresents THIS literary device |
| of Reasoned Action | THIS theory is an extension of the original Fishbein Multi attribute model |
| beliefs | Elements of the multiattribute model are attributes, importance weights and THESE |
| "sadvertising" | A recent advertising trend of inspirational stories that manipulate our emotions |
| value expressive | buying a brand because it projects a certain image that someone wants to protray is THIS attitude function |
| cognitive consistency | According to THIS principle, we form attitudes based on how well they fit with other attitudes |
| balance theory | According to THIS theory we want the elements of a triad to be harmonious |
| internalization | This level of commitment to a product would account for people firmly sticking with a brand even if tastes test show a preference for the "new" one |
| peripheral | THE route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. |
| persuasion knowledge | when consumers access THIS they evaluate the source of the persuasion attempt less favorably and they are less likely to get persuaded. |
| low-involvement | Consumers may buy THESE type of products chiefly because the marketer designs a sexy package, chooses a popular spokesperson, or creates a stimulating shopping environment |
| persuasion | an active attempt to create or change attitudes. |
| central | According to the elaboration likelihood model we will take THIS route to persuasion under conditions of high-involvement. |
| narrative transportation | marketers take consumers to another place where the brand plays the hero. This immersion in the advertisement's story highlights THIS |
| of low involvement | Students scored higher on difficult Graduate Record Examination questions when they took the test using a Massachusetts Institute of Technology pen. explains this paradox |
| interesting | According to the elaboration likelihood model (ELM) we are more likely to pay careful attention to a message that we find more THIS |
| storytelling | Creative advertising, like Budweiser's ad where the Clydesdale pony befriends a Labrador puppy |
| two sided | THIS type of message presents the positives and negatives |
