Examlex
______ refers to measuring exactly what one intends to measure.
Attitude Toward Advertisement
An individual's predisposition or judgement about the value or quality of advertising in general or of a specific ad.
Affect
A broad range of feelings that individuals experience, encompassing both emotions and moods.
Attitude Object
Any entity that is the focus of an individual's attitude, including people, products, or concepts.
Zajonc's Hierarchy
A theory that proposes the sequence of cognitive processes involved in the appraisal of stimuli, emphasizing the primacy of affective responses over cognitive evaluations.
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