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Chapter 11: Attitudes

Across
Involve informing the consumer of one or more functional benefits that are important to the target market.
A person, generally a typical member of the target market, recounts his or her successful use of the product.
Consumer's Beliefs about an Object.
Designed primarily to elicit a positive affective response rather than to provide information or arguments.
Where the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act.
Attempt to build a personality for the product or create an image of the product user.
One point of view is expressed
Single attribute is in the focus of the frame.
Presenting the brand on multiple occasions.
The threat of negative consequences if attitudes or behaviors are not altered.
Presenting both good and bad points, is counterintuitive, and most marketers are reluctant to try such an approach.
High need for humor.
Down
Feelings or emotional reactions to an object (part of Attitude).
An enduring organization of motivational, emotional, perceptual, and cognitive processes. (Aspect of Environment)
Holding mixed beliefs and/or feelings about an attitude object.
One's tendency to respond in a certain manner toward an object or activity.
A company providing financial support for an event.