Begrippen Flashcards
accessibility
the speed and ease with which information is retrieved from memory.
adjustment function
attitudes help us to maximize our rewards and minimize penalties in interactions with our physical and social environment.
advertising
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.
advertising clutter
the extent to which multiple messages compete for the attention of consumers.
advertising wear-out
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.
affect-as-information hypothesis
use of the ‘how do I feel about it’ heuristic. Individuals use this heuristic to infer their attitude from their present mood state
affect-based appeals
use of affect and emotion in advertising to appeal to consumers’ feelings about a product in order to persuade.
affective misattribution procedure (AMP)
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.
affective priming method (APM)
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.
alpha strategies
message tactics in advertising that generally increase the attractiveness of the offer and thus serve to influence a consumer’s approach motivation.
ambush marketing
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.
approach motivation
the tendency to move toward an object, advocated position, offer or idea.
argument-based appeals
use rational arguments to address consumers’ beliefs about the attributes of a product in order to persuade.
assimilation
the notion that objects are classified as more similar to the parent category to the extent that the object and category are more congruent.
attention
the process by which information is held in conscious awareness and can be
manipulated in working memory.
attitude certainty
the confidence individuals have in the validity or correctness of their own attitude.
attitude
categorization of a stimulus object along an evaluative dimension.
attitude strength
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.
attitude structure
the way the different types of information are integrated into an
overall evaluation.
attitudinal ambivalence
a state in which an individual gives an attitude object equally strong positive or negative evaluation.
authority
the power to influence others into behaving in a certain manner either through coercion or with the aid of status and position-related symbols.
automatic processes
processes that occur without intention, effort or awareness and do not interfere with other concurrent cognitive processes.
avoidance motivation
the tendency to move away from an object, advocated position, offer or idea.
beliefs
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.
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.
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.
brand
the label with which to identify an individual product and differentiate it from that of competitors
brand awareness
the ease with which exposure to a brand triggers the brand image.
brand equity
value added to a product by a brand name.
brand image
beliefs, feelings and evaluations associated with a brand name.
brand personality
the stereotypical image consumers have of the user of a particular brand (e.g. driving a Range Rover might convey ‘ruggedness’).
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.
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.
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.
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).
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.
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.
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.
commitment/consistency principle
captures the tendency to behave congruently across situations.
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.
compliance
the overt behavioural acquiescence response that is sought in response to a specific request.
comprehension
involves the process of forming inferences pertaining to the semantic meaning of a stimulus.
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.
consideration set
the set of brands brought to mind in a particular choice situation.
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.
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.
correlation
an association between two variables where the change in one variable is systematically related to a change in the other.
correspondence principle
the requirement that attitudes and behaviour must be measured at the same level of specificity.
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.
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.
decision support systems
use information available in a computer-mediated environment (i.e. the Internet) to structure, arrange and/or recommend choice alternatives.
declarative or explicit memory
characterized by a person’s conscious recollection
of facts (semantic) or events (episodic).
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.
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.
direct mail
a personalized form of advertising, where consumers are typically addressed individually by their names.
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.
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.
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’).
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.
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.
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
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.
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.
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.
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
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.
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.
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.
episodic memory
recollection of a specific event that occurred at a particular place and time.
evaluative–cognitive consistency
the consistency between people’s attitudes towards an attitude object and the evaluative implications of their beliefs about the object.
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).
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.
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
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.
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.
explicit attitude measures
rely on self-reports and ask respondents to rate their own attitude.
explicit attitudes
attitudes an individual is aware of and that are reflected by self-reported evaluations.
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.
factorial experiments
experiments in which two or more independent variables (i.e. factors) are manipulated within the same design.
fear-arousing communications
messages that emphasize some health threat to persuade recipients to perform a recommended action described as reducing or eliminating the threat.
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.
focal attention
the process by which information is brought into conscious awareness where it is identified and categorized.
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.
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.
goal conflicts
arise if internal or external stimuli simultaneously trigger two (or more) goals that have conflicting behavioural implications.
goals
desired states that are perceived as attainable and that are discrepant from the individual’s present state.
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.
habits
learned sequences of acts that have become automatic responses to specific cues and are functional in obtaining certain goals or end states.
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
