Download advertising clutter

advertising clutter
An obstacle to advertising resulting from the large volume of similar ads for most
products and services.
aspirational groups
Groups made up of people an individual admires or uses as role models but is
unlikely to ever interact with in any meaningful way.
attitude
An overall evaluation of any object, person, or issue that varies along a continuum,
such as favorable to unfavorable or positive to negative.
beliefs
The knowledge and feelings a person has accumulated about an object or issue.
brand attitudes
Summary evaluations that reflect preferences for various products and brands.
brand communities
Groups of consumers who feel a commonality and a shared purpose grounded or
attached to a consumer good or service.
brand loyalty
A decision-making mode in which consumers repeatedly buy the same brand of a
product as their choice to fulfill a specific need.
celebrity
A unique sociological category that matters a great deal to advertisers.
cognitive consistency
The maintenance of a system of beliefs and attitudes over time; consumers' desire for
cognitive consistency is an obstacle to advertising.
cognitive dissonance
The anxiety or regret that lingers after a difficult decision.
cognitive responses
The thoughts that occur to individuals at that exact moment in time when their beliefs
and attitudes are being challenged by some form of persuasive communication.
community
A group of people loosely joined by some common characteristic or interest.
consideration set
The subset of brands from a particular product category that becomes the focal point
of a consumer's evaluation.
consumer behavior
Those activities directly involved in obtaining, consuming, and disposing of products
and services, including the decision processes that precede and follow these actions.
culture
What a people do-the way they eat, groom themselves, celebrate, mark their space
and social position, and so forth.
customer satisfaction
Good feelings that come from a favorable postpurchase experience.
elaboration likelihood model (ELM)
A model that pertains to any situation where a persuasive communication is being
sent and received.
evaluative criteria
The product attributes or performance characteristics on which consumers base their
product evaluations.
extended problem solving
A decision-making mode in which consumers are inexperienced in a particular
consumption setting but find the setting highly involving.
external search
A search for product information that involves visiting retail stores to examine
alternatives, seeking input from friends and relatives about their experiences with the
products in question, or perusing professional product evaluations.
functional benefits
Those benefits that come from the objective performance characteristics of a product
or service.
gender
The social expression of sexual biology or choice.
habit
A decision-making mode in which consumers buy a single brand repeatedly as a
solution to a simple consumption problem.
intergenerational effect
When people choose products based on what was used in their childhood household.
involvement
The degree of perceived relevance and personal importance accompanying the choice
of a certain product or service within a particular context.
limited problem solving
A decision-making mode in which consumers' experience and involvement are both
low.
membership groups
Groups an individual interacts with in person on some regular basis.
multi-attribute attitude models (MAAMs)
A framework and set of procedures for collecting information from consumers to
assess their salient beliefs and attitudes about competitive brands.
need state
A psychological state arising when one's desired state of affairs differs from one's
actual state of affairs.
peripheral cues
The features of an ad other than the actual arguments about the brand's performance.
reference group
Any configuration of other persons that a particular individual uses as a point of
reference in making his or her own consumption decisions.
rituals
Repeated behaviors that affirm, express, and maintain cultural values.
salient beliefs
A small number of beliefs that are the critical determinants of an attitude.
selective attention
The processing of only a few advertisements among the many encountered.
self-expressive benefits
What consumers gain by using products that they perceive will send a set of signals
identifying them with their desired reference group.
social class
A person's standing in the hierarchy resulting from the systematic inequalities in the
social system.
taste
A generalized set or orientation to consumer preferences.
values
The defining expressions of culture, demonstrating in words and deeds what is
important to a culture.
variety seeking
A decision-making mode in which consumers switch their selection among various
brands in a given category in a random pattern.