an overall evaluation that expresses how much we like or dislike an object, issue, person, or action

based on facts

classifies pros and cons of any given object so that it rapidly can be categorized into products which we wish to use or those which we do not use

based on how we feel about elements

is merely a way to express

proposing that in some situations, individuals are unaware of how they feel until they see how they behave

comes from people’s observations of how they behave towards a person or a stimulus

proposes that a person’s behavior is a function of his success expectation and the value of the goal towards which he is working

attitude that people are consciously aware of

attitude that is involuntary, uncontrollable and often unconscious

Three theories to explain why attitude change may take place

is based on the idea that attitude serves specific functions.

proposes that people strive for consonance

Main underlying idea is that people will be motivated to engage in certain activity in order to maintain consonance; An attitude is changed to reduce feeling of unease arising when an attitude is inconsistent with another information.

Generally people tend to avoid exposure to discomforting information

The message has to be processed either systematically or heuristically

a mental shortcut which a form of rule of thumb

is explained by automatic activation and strong object-evaluation association

affects not only the strength of an attitude but also accessibility.

Because individuals use mass media to learn about the society and the media often show a skewed picture of reality, people may develop ‘a media (e.g., TV, internet) reality,’ instead of a social reality.

a prominent stimulus presented at concrete words, pictures, or instructions to imagine

stimulus which stands out from the larger context in which it is placed because it is bright, big, complex, moving, or prominent in its environment

explain how different types of processing of persuasive messages can lead to stronger/weaker and long- lasting/short attitudes.

a route focusing on actural product messages in an advertisement, to interpret, form beliefs about product attributes, and integrate for brand attitudes and intentions

lead to relatively strong and long-lasting attitude change

a route focusing on superficial cues (e.g., model, music, background scene, number of arguments) of an advertisement instead of actual product messages

lead to relatively weak and temporary attitude change

who is presenting the information about a product

The more similar a presenter is to ourselves, the more persuasive she is.

the effect that the impact of a low-credibility source decreases over time (for a powerful message), because consumers forget the source of a message more quickly than the message itself

are common when trying to change reckless behaviors such as driving too fast under the influence of alcohol

deliberately shocks and offends the audience by violating norms, culture or custom.

a stimulus that cannot be consciously perceived but still supposedly affect people’s judgment, attitude, and behavior

activation of sensory receptors by stimuli presented below the perceptual threshold

a process that leads people to behave in a particular way

what a person is aiming to do

how much effort a person is willing to make in order to achieve the desired goal

how long a person is prepared to try and achieve a goal

triggering factor

What makes a person put effort

What one is trying to achieve

a need that has practicality of functional benefits

experiential need involving emotional responses

Discrepancy between a person’s current state and an ideal state causes tension and discomfort, which in turn will make people experience arousal (drive). -> People strive to reduce the arousal by engaging in a goal-oriented behavior.

the result of motivated behavior

what an individual is trying to accomplish

wish, hope, aspiration; linked to promotion system

duty, responsibility, obligation; linked to prevention system

motivation happening when people have a desire to engage in an activity for its own sake; leads to a longer lasting effect

motivation happening when people expect some sort of reward

the most basic; essential for survival

an example is need for shelter

e.g., need for joining a club, dating

e.g., self-respect, respect of others

striving to fulfill his or her own potential; may be spiritual

a behavioral approach to explain motivation

human are driven to action by biological needs that generate unpleasant states of arousal.

People are motivated to reduce arousal (goal-oriented behavior), to achieve homeostasis (balance state).

Motivation depends on outcome expectation and efficacy expectation

an individual’s confidence in her capacity to organize and perform a given action to achieve a goal

The main idea is that the more desirable a goal is to a person, the more likely he will choose such a goal, if he thinks the goal is attainable.

People are attracted to behaviors that offer positive incentives and tend to avoid those that they associate with negative outcomes.

is a cognitive consistency theory

that people have both attitudes toward (sentiment relations) and connections to (unit relations) other people, objects, ideas, or events

It differs from a drive reduction theory in that because it does not rely on reduction of tension and proposes balanced amount of arousal for motivation.

preconceptions of what is deemed important or valuable

learning other cultures’ value systems

an individual’s perception of an object based on need, value, and intersts

are ‘rules of thumb’ which individuals subconsciously apply to reduce mental effort involved in decision-making.

a cognitively based model originated from the area of social cognition

how easily an input can be retrieved from memory

perceived relevance of a stimulus to discriminate that stimulus against other stimuli

the way in which information is put into a context influences decision-making; the initial reference point or anchor

buying the same brand repeatedly (behavioral component) because of emotional attachment and strong preference

a specialized, non- geographically bound community, based on astructured set of social relationships among users of a brand

a summation of an individual’s activities which are affected by both positive and negative emotional experiences that in turn make people feel good or bad about herself

leads to negative, sometimes destructive result

leads to positive, good result

can be defined as the importance a consumer attaches to worldly possessions

buying from irresistible urge to perform irrational buying and consuming

consumption related to genuine experiences rather than possession; often leads to consumer happiness

marketing giving strong, touching, and persistent memory by inducing holistic responses

relies on autobiographical memory, which is knowledge we have about ourselves and our personal experiences, also called episodic memory.

which is related to overall happiness in life

related to instant gratification and satisfaction.