| affective response | A feeling or attitude resulting from emotional processing.
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| AIDA | An acronym identifying four persuasive steps or desired effects that a brand message might have on customers and prospects: attention, interest, desire, and action.
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| attitude | A general disposition or orientation toward objects, people, and ideas associated with a brand and usually accompanied by negative or positive judgments.
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| awareness | Getting a message past the senses-the point of initial exposure-and into consciousness.
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| belief | A thought or idea based on knowledge.
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| brand knowledge | Understanding a brand and its benefits.
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| cognitive dissonance | The uneasiness that results when two or more beliefs or behaviors are inconsistent with each other.
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| cognitive learning theory | A view of learning as a mental process involving thinking, reasoning, and understanding.
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| cognitive response | A response driven by reasoning, judgment, or knowledge.
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| conditioned learning theory | A view of learning as a trial-and-error process (also called stimulus-response theory).
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| counterargument | Information that challenges the credibility of a message.
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| culture | (1) The learned behaviors of a people that come from traditions passed on from generation to generation. (2) Group values based on traditions and a distinctive history.
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| customer | A person who has purchased a brand at least once within a designated period.
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| customer insight | (1) Understanding how customers see themselves, the world around them, and the products and brands they use. (2) Below-the-surface attitudes and beliefs that influence customers' behavior.
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| elaboration | The degree to which customers think about a message and relate the information to their own lives as they make purchase decisions.
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| evoked set | A group of brands that comes to mind when a person thinks of a product category because the person has judged those brands to be acceptable.
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| hierarchy-of-effects model | A description of a series of stages of response that brand decision makers move through.
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| high-involvement products | Products for which people perceive differences among brands and are willing to invest prepurchase decision-making energy.
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| image messages | Messages that deliver a desired representation or perception of a brand.
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| learning | A change in what we know that comes from exposure to new information or experiences.
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| low-involvement products | Products that are relatively cheap, are bought frequently without much consideration, and are perceived as low risk.
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| Maslow's hierarchy of needs | An arrangement of human needs listed in the order in which, according to Maslow, people satisfy them (named after American psychologist Abraham Maslow).
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| motivations | Internal impulses that when stimulated initiate some type of response.
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| needs and wants | Biological and psychological motivations that drive actions.
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| opinion | A specific judgment that is emotionally neutral.
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| opinion leaders | People to whom others turn for advice or information.
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| persuasion | The act of creating changes in attitudes and behaviors.
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| prospect | A person who has not bought a brand but might be interested in it.
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| recall | A high level of awareness that involves bringing something back from memory.
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| recognition | Identifying something and remembering that you saw or heard it before.
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| reference group | The associations and organizations with which people identify or to which they belong and which influence their attitudes and behaviors.
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| relevance | The extent to which a product or its message is pertinent and connects with a customer's personal interests.
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| social class | How people in a society are ranked by such factors as family history, occupation, education, and income level.
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| society | People who live together and organize their lives as a community.
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| support argument | Information that strengthens the credibility of a message.
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