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21 Cards in this Set
- Front
- Back
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Utilitarian
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Relates to the basic principles of reward and punishment.
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Value-Expressive Function
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Express the consumer’s central values or self-concept.
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Ego-Defensive Function
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Protective mechanism from external threats or internal feelings.
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Knowledge Function
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Because of need or order, structure, or meaning.
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ABC Model
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Affect:
Refers to the way costumer feels. Behavior: Involves the person’s intentions to do. Cognition: Refers to the beliefs. |
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The Standard Learning Hierarchy
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Cognition
Affect Behavior |
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The Low Involvement Hierarchy
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Cognition
Behavior Affect |
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The Experiential Hierarchy
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Affect
Behavior Cognition |
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Attitude toward the Advertisement (AD).
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Favorable/Unfavorable mannered response to a particular advertising stimulus during a specific exposure occasion.
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Principle of cognitive consistency
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Consumers value harmony among their thoughts, feelings, and behaviors and care motivated to maintain uniformity.
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Self-Perception Theory
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Relevant to low-individual hierarchy. Foot-in-the-door technique.
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Social Judgment Theory
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Latitudes of acceptance and rejection.
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Balance Theory
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Triads structure
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People are likely to give when they receive.
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Reciprocity Persuasion
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Items become more attractive when they are less available.
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Scarcity Persuasion
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Talking more about the importance of who delivers the message. Believing an authoritative source much more readily.
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Authority Persuasion
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People trying not to contradict themselves.
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Consistency Persuasion
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Agreeing with those we like or admire.
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Liking Persuasion
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Talking into account what others are doing before we decide what to do.
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Consensus Persuasion
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An active attempt to change attitudes.
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Persuasion
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Source-->Message-->Medium--> consumer-->Feedback [i.e., Back to Source]
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Communication Model
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