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How can advertising help reduce customer risk perceptions of a service firm like a credit card?
Explicit Self-esteem
The conscious and deliberate evaluation of one's worth or value as an individual.
Reflected Glory
The phenomenon of basking in the success or positive attributes of another person or group to which one is connected, enhancing one's self-esteem.
Implicit Self-esteem
A form of self-esteem that is revealed by subconscious or automatic responses rather than conscious reflection.
Social Stigma
The disapproval of, or discrimination against, individuals or groups based on perceivable social characteristics that serve to distinguish them from other members of a society.
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