accessibility the speed and ease with which information is retrieved from memory.

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 scepticism and irritation.

affect-based appeals use of affect and emotion in advertising to appeal to consumers’ feelings
about a product in order to persuade.

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.

attitude certainty the confidence individuals have in the validity or correctness of their own
attitude.

attitude strength the 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.

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.

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.
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’).

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.

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.

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.

comprehension involves the process of forming inferences pertaining to the semantic meaning
of a stimulus.

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.
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.

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.

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.

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.

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.

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.

fear-arousing communications messages that emphasize some health threat to persuade

recipients to perform a recommended action described as reducing or eliminating the threat.

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.

.
habits learned sequences of acts that have become automatic responses to specific cues and
are functional in obtaining certain goals or end states.

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.

impulse buying purchasing a product spontaneously and without thoughtful consideration why
one should have the product.

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.

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.

interactive marketing marketing strategies involving two-way communication between firm and
customers, frequently through the use of Internet technology.

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.

long-term memory assumed to store nearly unlimited amounts of information for a nearly
unlimited period of time.

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.

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.

mere exposure effect increases the liking of an object as the result of being repeatedly exposed
to it.

moderator a variable that influences the strength and/or direction of the effect of the
independent on the dependent variable.

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.
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.
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.

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.

persuasion any change in beliefs and attitudes that results from exposure to a communication.

preferences relative evaluative judgements of one object in comparison to other objects.

price–quality heuristic the expectancy that ‘if expensive then good’ and conversely ‘if
inexpensive then bad’.

privacy paradox the big gap between what consumers say they intend to do online with regard
to their privacy, and what they actually do.

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.

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.

public relations (PR) a communication instrument used to promote favourable perceptions about
an organization.

shopping momentum effect the tendency to engage in repeated acts of purchasing after an
initial and unrelated act of buying.

social validation principle involves focusing on others to assess the merits of some object, issue
or offer.
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.

stereotype the beliefs about the attributes of members of an out-group.

storage (of information) involves the retention of information in memory.

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.

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.

truth effect people’s tendency to initially uncritically accept information, even when certain
elements are not fully comprehended.

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.

unique selling proposition (USP) a summary statement used to meaningfully differentiate a

brand from the competition.

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.

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.

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.