affective component
One of three main components of the attitudes a person (potential customer) can have regarding an object or phenomenon. The affective component is concerned with the customer's emotional reactions ...
affective meaning
Compare ideational meaning.1. (expressive meaning) The personal feelings expressed by a speaker or writer.2. (attitudinal meaning) The personal feelings, attitudes, or values of an author or speaker ...
affiliation
See also extraversion.1. (social psychology) Liking, or the degree to which one individual likes another. According to Argyle, this is the most important dimension of attitudes towards other people. ...
analogic communication
1. Meaning ‘given off’ (Goffman) through body language. Such communication is typically unintentional, and unavoidably ‘gives us away’, revealing such things as our moods, attitudes, intentions, and ...
attitude change
The process whereby an attitude (1) towards a person, object, or issue becomes more or less favourable, usually as a consequence of persuasion. See also assimilation-contrast theory, balance theory, ...
attitude measurement
Any attempt to survey and measure people's attitudes in relation to a topic, whether by academic social scientists, market researchers, media industry researchers, or public opinion pollsters. ...
attitude research
An investigation into the attitudes of people towards an organization or its products. Attitude research is important to advertising specialists in planning campaigns. For example, it might reveal a ...
attitude scale
A survey instrument, usually made up of questions or statements to which a range of alternative responses, e.g., degree of agreement with leading statements, is possible.
attitudinal effects
Compare behavioural effects; cognitive effects.1. Any changes in the attitudes of individuals or groups attributed to specific causes.2. In relation to the mass media, influences of the use of ...
balance theory
A cognitive consistency theory of person perception and attitude change in which the elements, often depicted as vertices of a triangle, are a person (p), another person (o), and an attitude object ...
bias
Systematic distortion of results or findings from the true state of affairs, or any of several varieties of processes leading to systematic distortion. In everyday usage, “bias” often implies the ...
boomerang effect
A strong counter-reaction when there is a deliberate attempt to change an attitude (resulting in a strengthening or adoption of the attitude that the marketer was attempting to change) or, when a ...
central route
In the Elaboration Likelihood Model (Petty and Cacioppo), a strategy of attitude change based on argument (in which the focus is on explicit message content). This kind of approach requires ...
cluster analysis
A method for identifying data items that closely resemble one another, assembling them into clusters. A number of characteristics are measured for each of several items (which might be, for example, ...
cognitive consistency
The experience of holding thoughts, attitudes, or of acting in ways which are not mutually contradictory. The cognitive consistency versus inconsistency polarity, along with consonance versus ...
cognitive consistency theory
Any of a number of theories of attitude (1) and attitude change according to which people strive to maintain consistency between their cognitions. The most prominent are balance theory, congruity ...
cognitive dissonance
A state of mental conflict caused by a difference between a consumer's expectations of a product and its actual performance. As expectations are largely formed by advertising, dissonance may be ...
cognitive processes
The broad range of mental activities, including perception, learning, memory, thinking, information processing, and reasoning, that involve the interpretation of stimuli and the organization of ...
common sense
In early modern writing (e.g. Descartes) the faculty responsible for coordinating the deliveries of the different senses. In this meaning the objects of common sense are the ‘common sensibles’, i.e. ...
communication style
Compare conversational styles.1. The habitual mode of interaction of an individual, variously typified (usually in the context of communication skills training and often in relation to personality ...
