| A | B |
|---|
| attitude | a lasting, general evaluation of people, objects, advertisements, or issues |
| knowledge | THIS function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. |
| Utilitarian function | general attitude function is most closely related to the basic principles of reward and punishment |
| ABC | components of THIS model of attitude include behavior, cognition, affect |
| low-involvement | THIS hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another but acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. |
| experiential | In THIS hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel). |
| 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. |
| cognitive dissonance | The theory that says when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency. |
| 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. |
| cell phones | On what device does M-commerce most likely takes place |
| credibility and attractiveness | Two important source characteristics whether the message will be accepted or not |
| attractiveness | THIS attritbute of source is the perceived social value of that message source |
| 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. |
| learning and tedium | According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of THESE 2 things |
| Supportive arguments | merely presenting one or more positive attributes about a product or reasons to buy it in a message |
| Comparative advertising | a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes. |
| resonance | An ad showing someone in a corn field with a text that reads: "outstanding in his field." reresents THIS literary device |
| fear appeal | Emphasizing the negative consequences that may occur unless a consumer changes behavior |
| peripheral | THIS route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message. |
| central | high degree of involvement route to persuasion |
