AATAR factors, 44, 59
AATAR tactics, 17
ACCA paradigm, 53
Acquiescence effect, 40
Acquiescent personalities, 41
Acquired needs theory, 41
Acquisition and retention, 54
Activation theory, 44
Advertising and communication, 45
Advertising effectiveness, 123
Advertising strategy, 82
Advertising tactics, 39
Affect infusion model, 45
Aggregate consumer value, 18
Aggression, 150
Aggressive advertising, 150
Aggressive consumer behavior, 150
Agreeableness, 113
Altruistic, 79
Ambiguity effect, 46
Anchoring, 141
Anthropomorphic value, 43
Anthropomorphism, 48
Appraisal, 50
Appraisals, 65
Arousal, 44, 119, 142
Asian consumer culture, 15
Assertive behavior, 83
Attention, 77
Attitude-behavior consistency, 46
Attitude-behavior process, 49
Attitudes, ...
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