Begrippen Flashcards
(224 cards)
1
Q
accessibility
A
the speed and ease with which information is retrieved from memory.
2
Q
adjustment function
A
attitudes help us to maximize our rewards and minimize penalties in interactions with our physical and social environment.
3
Q
advertising
A
any form of paid or non-paid communication by an identified or non-identified sponsor aimed to inform and/or persuade target audiences about an organization, product, service or idea.
4
Q
advertising clutter
A
the extent to which multiple messages compete for the attention of consumers.
5
Q
advertising wear-out
A
captures the phenomenon that advertising repetition ultimately hurts advertising effectiveness because every subsequent exposure enables the generation of ever-more negative consumer responses, such as skepticism and irritation.
6
Q
affect-as-information hypothesis
A
use of the ‘how do I feel about it’ heuristic. Individuals use this heuristic to infer their attitude from their present mood state
7
Q
affect-based appeals
A
use of affect and emotion in advertising to appeal to consumers’ feelings about a product in order to persuade.
8
Q
affective misattribution procedure (AMP)
A
this implicit attitude measure does not rely on response times as dependent measure, but infers attitudes from the misattribution of the affect elicited by the attitude object (i.e. prime) to some neutral stimulus.
9
Q
affective priming method (APM)
A
an implicit measure of attitudes. Individuals are presented on each trial with a prime (the name or picture of an attitude object). Immediately afterwards they are presented with positive or negative adjectives (e.g. words such as ‘useful’, ‘valuable’ or ‘disgusting’) and are asked to decide as fast as possible whether the adjective is positive or negative. The time it takes people to make this judgement (i.e. response latency) constitutes the dependent measure.
10
Q
alpha strategies
A
message tactics in advertising that generally increase the attractiveness of the offer and thus serve to influence a consumer’s approach motivation.
11
Q
ambush marketing
A
marketing designed by an organization to capitalize on the awareness, attention, goodwill and other benefits generated by having an association with an event or property, without that organization having an official or direct connection with that event or property. In ambush marketing competitors of the sponsor ambush an event for their own marketing purposes.
12
Q
approach motivation
A
the tendency to move toward an object, advocated position, offer or idea.
13
Q
argument-based appeals
A
use rational arguments to address consumers’ beliefs about the attributes of a product in order to persuade.
14
Q
assimilation
A
the notion that objects are classified as more similar to the parent category to the extent that the object and category are more congruent.
15
Q
attention
A
the process by which information is held in conscious awareness and can be
manipulated in working memory.
16
Q
attitude certainty
A
the confidence individuals have in the validity or correctness of their own attitude.
17
Q
attitude
A
categorization of a stimulus object along an evaluative dimension.
18
Q
attitude strength
A
he extent to which attitudes influence judgements and behaviour. Strong attitudes are characterized by four attributes: (1) high stability over time, (2) great impact on behaviour, (3) great influence on information processing and (4) great resistance to persuasion.
19
Q
attitude structure
A
the way the different types of information are integrated into an
overall evaluation.
20
Q
attitudinal ambivalence
A
a state in which an individual gives an attitude object equally strong positive or negative evaluation.
21
Q
authority
A
the power to influence others into behaving in a certain manner either through coercion or with the aid of status and position-related symbols.
22
Q
automatic processes
A
processes that occur without intention, effort or awareness and do not interfere with other concurrent cognitive processes.
23
Q
avoidance motivation
A
the tendency to move away from an object, advocated position, offer or idea.
24
Q
beliefs
A
the opinions, knowledge or thoughts someone has about some attitude object. Beliefs are perceived links between the attitude object and various attributes. Beliefs often form the basis of evaluative judgements such as attitudes or preferences.
25
behavioural intention
the intention to perform a specific behaviour. In contrast to implementation intentions, the time and context in which this behaviour will be performed is left unspecified.
26
behavioural mindset
a cognitive or motor procedure that is activated when a person performs a behaviour while pursuing one goal and that procedure subsequently spills over to guide pursuit of a different goal.
27
brand
the label with which to identify an individual product and differentiate it from that of competitors
28
brand awareness
the ease with which exposure to a brand triggers the brand image.
29
brand equity
value added to a product by a brand name.
30
brand image
beliefs, feelings and evaluations associated with a brand name.
31
brand personality
the stereotypical image consumers have of the user of a particular brand (e.g. driving a Range Rover might convey ‘ruggedness’).
32
categorization
the process by which incoming information is classified, that is, labelled as belonging to one or more categories based on a comparative assessment of features of the category and the incoming information.
33
causal relationship
a relationship between two variables where change in one variable (the antecedent, or independent variable) elicits change in the other (the consequence, or dependent) variable. To infer causality, the antecedent must precede the consequence, changes in the antecedent must be associated with changes in the consequence and no other explanation for the change in consequence must be present than the change in antecedent.
34
central executive
allocates attention and coordinates the two subsystems of working memory of the memory system of Baddeley. It focuses the available attentional capacity and determines when the phonological loop and the visuospatial sketchpad are used and how they are used.
35
classical conditioning
a process through which a neutral stimulus that is initially incapable of eliciting a particular response (the conditioned stimulus; CS) gradually acquires the ability to do so through repeated association with a stimulus that already evokes this response (unconditioned stimulus; US).
36
classified advertising
the online version of classic classified newspaper advertisements. Online classified advertisements appear on websites usually not featuring other media content and can be posted by individuals and companies alike.
37
click–whirr response
derived from ethological research, the click–whirr response entails a fixed-action pattern that unfolds more or less invariantly when suitable environmental stimuli are present in the influence context, similar to the involuntary squeaking of baby birds once they spot their mother approaching the nest. ‘Click’ refers to the stimulus that prompts the behavioural response and ‘whirr’ refers to the actual unfolding of that response.
38
cognitive response model
assumes that attitude change is mediated by the thoughts (cognitive responses) recipients generate while listening to persuasive arguments and that the magnitude and direction of attitude change will depend on the extent of message-relevant thinking and the favourability of the thoughts generated in response to message arguments.
39
commitment/consistency principle
captures the tendency to behave congruently across situations.
40
communication privacy management
the idea that privacy concerns are not a fixed, rigid entity. Instead they reflect a flexible, continuous trade-off between the forces of accessibility (allowing transparency to enable online interactions) and retreat (blocking online transparency to prevent access to one’s data) as a function of communication goals.
41
compliance
the overt behavioural acquiescence response that is sought in response to a specific request.
42
comprehension
involves the process of forming inferences pertaining to the semantic meaning of a stimulus.
43
computer = true heuristic
a decision rule capturing the increased tendency to uncritically accept information that comes from a computer, compared to information that does not.
44
consideration set
the set of brands brought to mind in a particular choice situation.
45
conspicuous consumption
buying luxury goods not only for their use but to display one’s wealth and to signal one’s economic status within society.
46
consumer segment
a group of consumers who share one or more feature(s) that differentiate them from other groups of consumers and that can be targeted by manufacturers and advertisers with products and advertisements to accommodate those features. Examples include age, education level, income, social class, interests, values and lifestyles.
47
correlation
an association between two variables where the change in one variable is systematically related to a change in the other.
48
correspondence principle
the requirement that attitudes and behaviour must be measured at the same level of specificity.
49
counterfactual thinking
thinking about what might have been, or events that have not (yet) happened. This thinking on what might have been appears frequently in a ‘what-if’ or ‘if-only’ form.
50
country-of-origin effect
consumers’ use of knowledge about the country in which a product has been produced as a basis for evaluation and judgement of that product.
51
decision support systems
use information available in a computer-mediated environment (i.e. the Internet) to structure, arrange and/or recommend choice alternatives.
52
declarative or explicit memory
characterized by a person’s conscious recollection
of facts (semantic) or events (episodic).
53
dependent variable
the variable that is expected to change as a function of changes in the independent variable. Observed changes in the dependent variable are seen as dependent on manipulated changes in the independent variable.
54
digital advertising
(also called online advertising) the use of the Internet for advertising. It includes promotional advertisements and messages delivered through email, social media, websites or search engines. The three forms of digital advertising are search advertising, display advertising and classified advertising.
55
direct mail
a personalized form of advertising, where consumers are typically addressed individually by their names.
56
direct marketing
a form of marketing communication where a firm communicates directly and individually with a potential customer, with the objective of generating a behavioural response from him/her, preferably in the form of a transaction.
57
display advertising
the online depiction of offers on any type of website but search engines. Hence, ‘digital shop windows’, simple banner ads, pop-ups, video ads or the advertising that appears on social media such as Facebook or Twitter are examples of display advertising.
58
disrupt-then-reframe (DTR) technique
an influence technique that is characterized by a small ‘twist’, or odd element, in a typical scripted request, the ‘disruption’ (e.g. stating the price of an offer in pennies rather than dollars, i.e. ‘They’re 200 pennies … that’s $2’), followed by a persuasive phrase that concludes the script, the ‘reframe’ (e.g. ‘It’s a really good deal’).
59
distraction
while listening to a persuasive communication, individuals are distracted by having to perform an irrelevant activity or because of background noise. Distraction can either reduce or increase the impact depending on the strength of arguments contained in the message.
60
door-in-the-face (DITF) technique
an influence technique that is characterized by a sequence of rejection then moderation. In the DITF technique, a large request (which will probably be rejected) is followed by a more moderate target request.
61
dual mediation hypothesis
according to this hypothesis, the attitude towards an advertisement influences brand attitudes through two pathways, namely indirectly via brand cognitions and directly via evaluative conditioning
62
dual process theories of persuasion
consider two modes of information processing, systematic and non-systematic (e.g. peripheral or heuristic processing). Modes differ in the extent to which individuals engage in message-relevant thought in order to decide on whether to accept message arguments. The mode used depends on processing ability and processing motivation. See elaboration likelihood model, heuristic-systematic model.
63
durable goods
products that are not used up during consumption (like non-durable goods) but can be used more than once. Examples are refrigerators, cars or furniture.
64
ego-defensive function
attitudes may sometimes help us protect our self-esteem by avoiding having to acknowledge harsh truths about oneself or about threats from our environment.
65
elaboration likelihood model (ELM)
a dual process theory of persuasion. It assumes persuasive communications can induce attitude change through two different modes of processing (peripheral and central). Elaboration refers to the extent to which a recipient thinks about a message and scrutinizes message arguments. The probability that recipients think about a message (i.e. elaboration likelihood) is determined by processing motivation and ability
66
elaborative reasoning
the process by which a semantically represented stimulus is related to previously stored consumer knowledge that allows for simple or more complex inferences.
67
encoding
the processes involved when an external stimulus is transformed into an internal representation that can be retained in the cognitive system. This requires that the external stimulus is related to prior knowledge in order to give it meaning.
68
episodic buffer
a limited-capacity temporary storage system in the Baddeley model, capable of integrating information from a variety of sources, each involving a different set of codes.
69
episodic memory
recollection of a specific event that occurred at a particular place and time.
70
evaluative–cognitive consistency
the consistency between people’s attitudes towards an attitude object and the evaluative implications of their beliefs about the object.
71
evaluative conditioning
a process through which a neutral stimulus that is initially incapable of eliciting a particular response (the conditioned stimulus; CS) gradually acquires the ability to do so through repeated association with a stimulus that already evokes this response (unconditioned stimulus; US).
72
event marketing
a marketing practice where a sports event or cultural event (such as a soccer match or a rock concert) is used as a ‘vehicle’ to get in touch with prospective customers, frequently through sponsorship of an existing event or the creation of an entirely new one, closely associated with the sponsoring brand.
73
expectancy disconfirmation model
Oliver (1980, 1993) developed this model to account for consumer (dis)satisfaction. According to the model, consumers form expectancies about product performance before buying a product. After they buy the product, consumers then compare the actual performance with the expected level of performance. To the extent that actual performance exceeds expectations, satisfaction is enhanced. To the extent that it falls short, satisfaction suffers
74
expectancy–value models
according to these models attitudes can be predicted by multiplying the valuation of each attribute associated with the attitude object with the subjective probability with which it is perceived as linked to the object.
75
experiment
a research method involving manipulating one or more antecedent(s), the independent variable(s), and subsequently measuring its (or their) impact on the consequence, the dependent variable.
76
explicit attitude measures
rely on self-reports and ask respondents to rate their own attitude.
77
explicit attitudes
attitudes an individual is aware of and that are reflected by self-reported evaluations.
78
explicit memory
characterized by a person’s conscious recollection of facts or events. Two subcategories of explicit memory are typically distinguished, namely episodic and semantic memory. See declarative memory.
79
factorial experiments
experiments in which two or more independent variables (i.e. factors) are manipulated within the same design.
80
fear-arousing communications
messages that emphasize some health threat to persuade recipients to perform a recommended action described as reducing or eliminating the threat.
81
figure-ground principle
holds that figural stimuli become focal whereas nonfigural stimuli become non-focal. Hence, the principle captures the process by which stimuli can grab attention and everything else fades into the background.
82
focal attention
the process by which information is brought into conscious awareness where it is identified and categorized.
83
foot-in-the-door (FITD) technique
an influence technique where compliance with an initial, small request increases the likelihood of compliance with a second, much larger request.
84
free recall test
a standard test of explicit memory. Respondents, who previously had to learn a list of words, are asked to recall as many of the recently presented words as possible.
85
goal conflicts
arise if internal or external stimuli simultaneously trigger two (or more) goals that have conflicting behavioural implications.
86
goals
desired states that are perceived as attainable and that are discrepant from the individual’s present state.
87
goal system theory (GST)
addresses the cognitive architecture of goal–means relations as they are cognitively represented in an individual’s mind in a given situation.
88
habits
learned sequences of acts that have become automatic responses to specific cues and are functional in obtaining certain goals or end states.
89
hedonic fluency model
assumes that the increased ease of processing is experienced as pleasant and that this positive affect will be used as information in the evaluation of the stimulus
90
hedonic goals
people sometimes buy goods not to reach some external goal, but for the enjoyment of owning (e.g. jewellery), consuming (e.g. wine) or using (e.g. sports car) the good.
91
hemispheric lateralization
implies that our brain hemispheres have evolved specialized processing units for specific types of information. The right hemisphere is specialized in holistic, impressionistic processing. The left hemisphere specializes in bottom-up, data-driven feature analysis. Therefore, picture processing involves relatively higher activation levels of the right hemisphere and textual processing involves relatively high levels of activation of the left
hemisphere.
92
heuristic processing
use of simple heuristics (e.g. experts know, statistics do not lie) to evaluate the validity of arguments contained in a persuasive communication. The preferred mode when processing ability and/or motivation are low. With increasing processing ability and motivation, systematic processing becomes the preferred mode.
93
heuristics
simple decision rules (rules of thumb), frequently of an ‘if–then’ type, which summarize more complex types of information and can function as a basis for judgement and decision-making.
94
heuristic-systematic model (HSM)
a dual process theory of persuasion that assumes that attitude change in response to a persuasive communication is mediated by two modes of information processing (heuristic and systematic) that can occur concurrently
95
hierarchy-of-effects models
a class of advertising effects models that propose that the impact of advertising proceeds through a fixed learning sequence involving a cognitive stage, an affective stage and a conative or behavioural stage.
96
identity-building goals
consumers do not only buy goods to express their identity – owning these goods also helps them to be the kind of person they want to be. People’s possessions are not only a reflection of their identity, they are a large contributor to it (Belk, 1988).
97
implementation intention
the intention to enact a certain behaviour in a specific situation and at a specific time.
98
implicit association test (IAT)
a procedure developed to measure implicit attitudes using the strength of an association between two concepts with positive and negative evaluations. It uses response latencies to infer implicit evaluations.
99
implicit attitude measures
infer people’s attitudes from their automatic responses to an attitude object and without their awareness that their attitudes are being assessed.
100
implicit attitudes
evaluations of which the individual is typically not aware and that influence reactions or actions over which the individual has no control.
101
implicit memory
occurs when previous experiences facilitate our performance of subsequent tasks without us remembering the previous experience or being aware of its influence on our performance.
102
impulse buying
purchasing a product spontaneously and without thoughtful consideration why one should have the product
103
independent variable
a variable that the experimenter manipulates or modifies in order to assess the effect on one or more dependent variables.
104
influencers
individuals who have the ability to influence potential buyers of a product or service by promoting or recommending these products or services on online channels and social media.
105
informational appeals
use factual information on product attributes and availability to inform and persuade consumers.
106
information processing model
a hierarchy-of-effects model developed by McGuire that assumed there are different stages involved in the processing of persuasive communications and that attitude and behaviour change can only be achieved if individuals passed through the preceding stages (e.g. attention, comprehension, acceptance). The model further assumes that determinants of persuasion can have different impacts at different stages.
107
instrumental or utilitarian function
the function attitudes serve in helping us to maximize our rewards and minimize penalties in interactions with our physical and social environment. They help us to approach those stimuli that in the past have been associated with positive reinforcements and to avoid stimuli that have resulted in punishments.
108
integrated marketing communications (IMC)
the process of coordinating various elements in the promotional mix to create synergy between them and thus maximize the impact on consumer responses.
109
interactive marketing
marketing strategies involving two-way communication between firm and customers, frequently through the use of Internet technology.
110
involvement
the extent of perceived personal relevance of a brand, product or product category
111
knowledge function
the function attitudes serve in helping us to organize and structure our environment to interpret and make sense of otherwise chaotic perceptions.
112
lexical decision task
a test that assesses the degree of cognitive accessibility of a concept. Participants are either presented with words or with non-word letter strings and are asked to decide as quickly as possible whether the presented item was a word or a non-word. There is evidence that lexical decisions about target words are made quicker the greater their cognitive accessibility.
113
liking principle
an influence principle that states that we are more likely to comply with the requests of someone we like than someone we dislike or feel neutral towards.
114
long-term memory
assumed to store nearly unlimited amounts of information for a nearly unlimited period of time.
115
lowball technique
an influence technique that consists of first soliciting commitment from customers with a particularly attractive offer and then changing the deal to a less attractive target request or offer.
116
main effect
the separate effects of each independent variable in a factorial experiment.
117
matching activation hypothesis
assumes that when one hemisphere is activated by the information that accommodates the processing style of that particular hemisphere, the other hemisphere is encouraged to elaborate on secondary material. Thus, greater activation of one hemisphere (e.g. the left hemisphere) will be matched by an increase of processing resources in the opposing hemisphere.
118
mediation analysis
attempts to identify (i.e. mediate) the intermediary psychological processes that are responsible for the effect of the independent on the dependent variable.
119
memory
a system that not only allows us to record, store and retrieve the information that is acquired through our senses, but that also influences the way this information is perceived, encoded and stored.
120
memory-based choice
a choice made on the basis of information retrieved from memory rather than stimulus-based choices made from a range of products (e.g. in a supermarket).
121
memory-based judgements
judgements made on the basis of information retrieved from memory.
122
mere exposure effect
increases the liking of an object as the result of being repeatedly exposed to it.
123
meta-cognition
‘thinking about thinking or feeling’ or the phenomenon of reflecting on one’s own inner states and to infer something from that process.
124
moderated or interaction effect
a conditional effect where the effect of an independent on a dependent variable depends on the level of a third variable, the moderator
125
moderator
a variable that influences the strength and/or direction of the effect of the independent on the dependent variable.
126
multiple-role assumption
assumption that the information contained in a persuasive communication can often serve multiple roles, depending on the extent of processing motivation, can serve as an argument as well as a source characteristic.
127
native advertising
the display advertisement’s equivalent to product placement. Whereas in product placement a product is embedded in the content of a film (or a story), in native advertising, a display advertisement is embedded in the editorial content of a web page.
128
need for cognition
differentiates people according to the extent to which they enjoy thinking about the arguments contained in a message. Individuals high in need for cognition engage in more content-related thinking when exposed to a persuasive communication and are therefore more influenced by argument quality. Individuals low in need for cognition tend to be more influenced by heuristic cues.
129
need for cognitive closure
an individual difference variable that refers to the desire of individuals for a definite answer on some topic, any answer as opposed to confusion and ambiguity. Individuals high in need for cognitive closure prefer the use of heuristics over elaborate message scrutiny.
130
novelty
the perception of ‘newness’ of a stimulus, captured by the extent to which information is unfamiliar and the extent to which information about the products in advertising disconfirms existing consumer expectancies.
131
omega strategies
can persuade and induce compliance because they reduce or minimize the tendency to move away from the position, and hence influence a consumer’s avoidance motivation.
132
online advertising
(also called online advertising) the use of the Internet for advertising. It includes promotional advertisements and messages delivered through email, social media, websites or search engines. The three forms of digital advertising are search advertising, display advertising and classified advertising.
133
online judgements
judgements made while being exposed to information.
134
online trust
the extent to which one is willing to make oneself vulnerable to an online agent in the presence of risk, driven by beliefs about (lack of) ability, benevolence and integrity of the online agent.
135
outcome-relevant involvement
the extent to which the acquisition and use of a product or brand is deemed to have significant personal consequences for the consumer
136
perceived behavioural control
the individual’s assessment of their ability to execute the intended behaviour. Perceived behavioural control can be assessed directly by asking respondents to indicate the extent to which performing a given behaviour is under their control. Alternatively, one can measure perceived behavioural control indirectly, by asking people to list the factors that might prevent them from engaging in a specific behaviour as well as how likely this was going to happen.
137
personal selling
a two-way, face-to-face form of communication between sales representative and consumer to inform and persuade prospective buyers with the aim of yielding a behavioural response from them, such as an initial or repeat purchase.
138
persuasion
any change in beliefs and attitudes that results from exposure to a communication.
139
persuasion knowledge
the theories consumers have developed about the motives, strategies and tactics of marketers as well their beliefs in their ability to resist these tactics.
140
phonological loop
a subsystem of Baddeley’s multicomponent working memory model. It is assumed to consist of two components, a phonological store that briefly holds sounds or speech-based information and an articulatory rehearsal system that uses subvocal ‘inner speech’.
141
pioneering advantage
the relative positive evaluation that first brands that enter a market or product category frequently enjoy in comparison to followers.
142
preattentive analysis
a general, non-goal-directed ‘surveillance’ of the environment.
143
preferences
relative evaluative judgements of one object in comparison to other objects.
144
price–quality heuristic
the expectancy that ‘if expensive then good’ and conversely ‘if inexpensive then bad’
145
priming
the phenomenon that exposure to an object or a word in one context increases the accessibility of the mental representation of that object or word in a person’s mind. Priming can be supraliminal or subliminal. In supraliminal priming the participant is exposed to the priming stimuli as part of a conscious task. In subliminal priming the prime is presented at very short exposure so that participants are not consciously aware of the prime.
146
principle of compatibility
measures of attitude will only be related to measures of behaviour if both constructs are assessed at the same level of generality.
147
principle of reciprocity
the norm that we should do to others as they do to us, frequently in the form of returning an obtained favour.
148
privacy paradox
the big gap between what consumers say they intend to do online with regard to their privacy, and what they actually do.
149
product life cycle
an S-shaped curve that is related to the diffusion of a product across the marketplace from its initial introduction to its decline and ultimate demise. The product life cycle has an introduction stage, a growth stage, a maturity stage and a decline stage, each with its own managerial and advertising implications.
150
product placement
(sometimes also called brand placement) the paid inclusion of branded products or brand identifiers through audio and/or visual means, within mass media programming.
151
product recall
a type of advertising used when there is a problem with a product and consumers need to be informed that they are to return their product to the factory for repair or refunding.
152
promotional mix
the marketing communication modalities that make up the constituent parts for integrated marketing communications and includes advertising, direct marketing, interactive marketing, sales promotion, PR and personal selling.
153
public relations (PR)
a communication instrument used to promote favourable perceptions about an organization.
154
random assignment
assignment of participants to experimental and control conditions in such a way that each participant has an equal chance of being assigned to each condition. This procedure assures that participants did not differ significantly before the experimental manipulations and that any difference observed between participants afterwards is due to the experimental manipulation.
155
reactance
a motivational state that can be triggered by the perceived threat to one’s attitudinal freedom implied by a social influence attempt or by a non-social barrier such as scarcity or discontinuation of a product line. Reactance is assumed to motivate individuals to re-establish their freedom.
156
recognition test
a standard test of explicit memory. Memory of previously learned words is assessed by presenting participants with a list of words consisting of words that had been presented in the earlier list intermixed with words that had not been presented and asking them to identify those words that had been presented earlier.
157
reference group
a group of people that significantly influences an individual’s behaviour, thoughts, evaluations or preferences.
158
regulatory focus theory
according to this theory, people can have the chronic or acute goal to focus on achieving gains and acquire positive outcomes. These people are thought to have a promotion focus. In contrast, people in a prevention focus are not so much motivated by achieving gains, but more by preventing losses and negative outcomes.
159
representativeness heuristic
involves assessing the extent to which two stimuli belong to the same overall category based on the extent to which both share similarities.
160
retrieval
the processes that are involved when individuals retrieve information stored in long-term memory into working memory.
161
sales promotion
a type of marketing communication focused on generating a consumer behavioural response through the use of a temporary incentive that increases the attractiveness of the offer
162
sales-response models
a class of models relating advertising inputs (such as expenditures) and outputs (such as market share or profitability) on the aggregate level.
163
salience
the extent to which a stimulus is noticeably different from its environment. Salience is context dependent and varies over situations.
164
scarcity principle
the notion that people tend to value more what is scarce than what is in abundant supply.
165
scripts
predetermined, stereotyped sequences of action that define a well-known situation (e.g. restaurant script).
166
search advertising
the typical banner ads that accompany search results in search engines such as Google or Bing.
167
self-expression goals
in purchasing goods people do not only consider what these goods can do (utilitarian function), they also buy these goods for self-expression, namely to project the image of the type of person they think they are (or they would like to be).
168
self-monitoring scale
an individual difference measure that distinguishes people for whom image aspects of a product are particularly important from those for whom these aspects are less important.
169
self-perception theory
according to this theory, people often do not know their attitudes and therefore infer their attitude from their own behaviour. They assume that their attitude is consistent with their own recent behaviour towards the attitude object.
170
self-regulatory resource depletion
the notion that repeatedly engaging in processes that involve deliberate and active self-regulation, such as exerting will-power, self-control, overcoming impulses or resisting (unwanted) influence, depletes the resources left for subsequent self-regulation.
171
self-schema
a cognitive generalization about the self that is comprised of a more or less comprehensive set of traits, values and beliefs that exerts a powerful influence on information processing.
172
self-validation
a type of meta-cognition, reflecting the subjective confidence consumers have in their thoughts and evaluations in response to persuasive messages.
173
semantic memory
the mental thesaurus, organized knowledge a person possesses about words and other verbal symbols, their meaning and referents, about relations among them and about rules, formulae and algorithms used to manipulate them.
174
sensory memory
stores incoming sensory information for less than a second, before the information is either lost or transferred into the short-term memory
175
shopping momentum effect
the tendency to engage in repeated acts of purchasing after an initial and unrelated act of buying.
176
short-term memory
that part of our memory that is currently activated. It is a unitary system where input from the different sensory memories is integrated with information from long-term memory to be briefly held in conscious awareness and manipulated. It has very limited storage capacity. Input of new information is only possible if old information is moved out.
177
sleeper effect
the phenomenon that the impact of a message attributed to a negative source increases over time, because after some delay, recipients of an otherwise influential message might recall the message but no longer remember the source.
178
social validation principle
involves focusing on others to assess the merits of some object, issue or offer.
179
source effects
the influence that attribution of a communication to a source has on the persuasive impact of that communication. According to dual process theories of persuasion, source effects are strongest when the issue addressed in the communication is of low personal relevance.
180
sponsorship
a technique by which a commercial organization financially supports an entity (i.e. event, programme, team, person, cause) in order to associate the organization’s name with this entity in the media and to use the entity for advertising purposes.
181
statistical interaction
a pattern in a factorial experiment where the impact of one factor on the dependent variable is moderated by the other factor.
182
stereotype
the beliefs about the attributes of members of an out-group.
183
stimulus-based choices
choices made from a range of products (e.g. on the supermarket shelf).
184
storage (of information)
involves the retention of information in memory.
185
subjective norms
people’s expectations that others who are important to them expect them to behave in certain ways, weighted by their motivation to comply with these expectations.
186
subliminal advertising
advertising that uses messages (embedded in a film or television report) that are presented so briefly that viewers remain unaware that they have been exposed to advertising.
187
sufficiency principle
the notion of least effort that translates itself into the tendency to strike a balance between minimizing cognitive effort on the one hand and satisfying current motivational concerns on the other.
188
systematic processing
thorough and detailed evaluation of message arguments to arrive at a decision about the validity of the position advocated by a persuasive message.
189
targeting
identifying and reaching segments of consumers with specific and shared characteristics such as shared preferences, values or lifestyles, and matching the core message of advertising to these characteristics.
190
that’s-not-all (TNA) technique
an influence technique where an initial request is followed by a second request that is made more desirable either by adding something attractive (e.g. an incentive) or reducing something less desirable (e.g. offering a price discount).
191
theory of planned behaviour (TPB)
the extension of the theory of reasoned action. In addition to the determinants of intention included in the theory of reasoned action (attitudes and subjective norms), perceived behavioral control is incorporated as the third predictor of intentions and behavior
192
theory of reasoned action
a theory of the relationship between attitude and behaviour. Assumes that attitudes combine with subjective norms to determine behavioural intentions that in turn influence behaviour.
193
theory of reasoned goal pursuit (TRGP)
integrates Ajzen’s theory of planned behaviour (TPB) with Kruglanski’s goal system theory (GST). According to the TPB, behavioural intentions are determined by attitudes towards the behaviour, subjective norms and perceived behavioural control. In contrast, GST assumes that behaviour is typically performed to reach some goal. The TRGP integrates these two perspectives and proposes that behavioural intentions are determined by the motivation to perform a behaviour in consideration of alternative options and in the context of currently active goals.
194
thought-listing technique
enables one to assess the extent to which recipients of a message engage in message processing. Message recipients are asked to list all the thoughts that occurred to them while being exposed to a persuasive message. These thoughts are later categorized into those that are favourable or unfavourable to the position advocated by the message. Thoughts that do not fit either of these categories (e.g. neutral or irrelevant thoughts) are not considered.
195
threaded cognition theory
explains interference at multitasking. In short it proposes that multiple tasks performed simultaneously that require distinct consumer resources such as vision, motor actions or working memory will not cause interference, while tasks that involve the same resources (e.g. two tasks that require vision) will.
196
transactive memory
an external reservoir of declarative knowledge one can access at will, similar to one’s own memory, most notably information found on the Internet using Google or other search engines.
197
truth effect
people’s tendency to initially uncritically accept information, even when certain elements are not fully comprehended.
198
two-sided advertisements
differ from the usual one-sided ads in that they mention some negative features of a product in addition to emphasizing its positive attributes in order to increase credibility.
199
unimodel
assumes that persuasion can be characterized as a singular process of drawing conclusions from available evidence, regardless of whether the evidence is argument- or context-based. The unimodel accepts the assumption of dual process theories of persuasion that the extent to which individuals engage in message processing is determined by processing motivation. The model rejects the assumption of a necessary relationship between ease of processing (or validity) and cue characteristic (i.e. whether information is a heuristic cue or an argument).
200
unique selling proposition (USP)
a summary statement used to meaningfully differentiate a brand from the competition.
201
utilitarian function
the function attitudes serve in helping us to maximize our rewards and minimize penalties in interactions with our physical and social environment. They help us to approach those stimuli that in the past have been associated with positive reinforcements and to avoid stimuli that have resulted in punishments.
202
utilitarian goals
consumers buy some products simply for the utilitarian function the product serves. When buying a kitchen knife or a washing machine, consumers generally evaluate these products only in terms of their performance, reliability and quality.
203
value-expressive function
the function attitudes serve in reflecting values that are central to the self-concept of the individual or expression of which might help the individual to maintain relationships with important groups.
204
visuospatial sketchpad
a second subsystem of the working memory model of Baddeley. It is responsible for the brief storage and manipulation of visual material and plays an important role in spatial orientation and the solution of visuospatial problems.
205
vividness
a variable with attention-getting properties. Vividness is partly context dependent and partly resides in the observer. Vivid stimuli are emotionally interesting, concrete, image-provoking and proximate in a sensory temporal or spatial way. Whereas proximity may be an attribute of the stimulus and thus a situational variable, interest and ability for mental imagery are person variables.
206
wants
the translation of consumer needs to specific products and services that manufacturers can supply and that are able to satisfy the underlying needs.
207
word fragment identification test
a standard test to assess implicit memory. Participants are presented with a few letters of the word and are asked to name a word that fits.
208
word-of-mouth (WOM) marketing
an unobtrusive, interpersonal form of advertising where an influence agent (usually a committed user of the product) tries to convince close relatives and friends to try the product as well.
209
word stem completion test
a standard test to assess implicit memory. Participants are presented with the first few letters of each word that had been presented earlier and are asked to present the first word that comes to mind to complete the stem.
210
working memory
that part of our memory that is currently activated. It is a unitary system where input from the different sensory memories is integrated with information from long-term memory to be briefly held in conscious awareness and manipulated. It has very limited storage capacity. Input of new information is only possible if old information is moved out.
211
Yale reinforcement approach
an approach guided by the assumption that exposure to a persuasive communication that successfully induces the individual to accept a new opinion constitutes a learning experience in which a new verbal habit is acquired. Recipients of a persuasive message are assumed to silently rehearse the arguments contained in a message together with the recommended response and their own initial attitude. They will only accept the recommended attitudinal response if the incentives associated with this response are greater than those associated with their own original position.
212
Affective responses
entail various more or less transient emotions and moods that can occur as a function of ad exposure and differ in valence (positive versus negative) and intensity.
213
Behavioural responses
the intention and actual behaviour in response to advertising, such as buying the product, choosing a brand, but also product trial, brand switching and discarding a product.
214
hard vs soft sell
arguments vs emotions
215
disaster check
a pretest of your ads
216
What is problem with a lot of agency and how can it be fixed
A lot have not research based knowledge about what ads actually will work or which message elements will work on specific individuals in specific conditions you can get this knowledge by doing research or use a market sample. During looking if it hits targets and after do a survey.
217
Advertising serves several functions
facilitating competition, communicating with consumers about products and services, funding public mass media and other public resources, creating jobs and informing and persuading the individual consumer.
218
what to do with bad brand association
forge association with positive aspects like surveys about quality of other aspects of the brand
219
Effect advertisement on kids
can be both good and negative because kids don’t have the persuasion knowledge they are easier to be persuaded this can be both good and bad depending on the ad. The importance is to identify when and which individuals in which situations are susceptible to both the positive and negative psychological effects.
220
the psychological approach
identifying effects of advertising at the individual level identifying effects of advertising at the individual level - its objective is to relate specific advertising stimuli to specific and individual consumer responses. Moreover, it seeks to articulate the intrapersonal, interpersonal or group-level psychological processes.
221
who is easier persuade a target or bystander
bystander because they have their guard down
222
types of risk in advertisement
Physical: the risk of bodily harm, Social: the risk of being socially rejected, Product performance of competitors, Financial: the risk of losing large sums of money, Opportunity: the risk of missing a special opportunity to buy the product
223
five basic functions of sales promotions
to increase market size (by directly stimulating sales), to reward loyal customers (i.e. by providing them with price cuts and other incentives), to make existing customers more loyal, to stimulate trial by new customers and to support other communications tools.
224
pros and cons of personal selling
sales person can adapt to the specific person and you can easier persuade and change behavior but on the contrary, it cost more money isn't consistent bringing across the same message and the company has less control.
