Emotional man model

A model of man that suggests consumers make decisions based on subjective criteria, such as love, pride, fear, affection, or self-esteem, rather than objective evaluation.

Electrodermal response

Advertising messages that appeal to consumers’ feelings and emotions.

Elaboration Likelihood Model (ELM)

A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

Element (sample)

Term used in sampling to refer to the objects on which measurements are to be taken, such as individuals, households, business firms, or other institutions.

Evaluative strategies

Processing strategies for brand evaluation that require the organization of information about alternative brands. Most likely to be used if the consumer regard the product important and is highly involved in the purchase process.

Eurodollars

Dollars banked outside of the United States. They constitute a fairly high percentage (65 to 80%) of the Eurocurrency market.

Eurocredit

A loan, line of credit, or other form of medium- or long-term credit on the Eurocurrency market that has a maturity of more than one year

Editing

It is the first step in data preparation procedure. The role of the editing process is to identify omissions, ambiguities, and errors in the responses. It should be conducted by the interviewer and field supervisor, as well as by the analyst, just prior to data analysis.

Experimental research

The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling extraneous factors, and checking for differences in-group responses.

Exclusive curve effects

Increased efficiency due to economies of scale and increased effectiveness due to accumulated knowledge.

Experience curve (learning curve)

The drop in the average per-unit production cost that comes with accumulated production experience. This happens because workers learn shortcuts, materials flow more smoothly, procurement costs fall and so on. The result is the decline in average cost of production.

Extrinsic cues

Cues external to the product, such as price, store image, or brand image, which serve to influence the consumer’s perception of a product’s quality.

Eye camera

A camera used to record movements of the eye; it is often used to record responses to advertisements.

Eurocurrency

Any currency that is banked outside of its country of origin.

Electronic commerce (E-commerce)

The process of shopping, buying, and selling goods and services online. It ranges from purchase influence to ordering and payment settlement.

Expected opportunity loss

Number given by the product of the probability of a wrong decision times the amount lost by making the incorrect choice.

Equal Credit Opportunity Act

A law in US which seeks to reduce or eliminate credit discrimination by making it unlawful to discriminate against an applicant for credit on the basis of race, color, relation, national origin, sex, marital status or age; or because all or part of an applicant’s income is obtained from public assistance; or because the applicant has in good faith exercised any right under the Consumer Credit Protection Act.

Ethos

A set of moral, aesthetic, and evaluative principles.

European community (EC)

A common market whose members are Belgium, Denmark, France, Germany, Greece, Ireland, Italy, Luxembourg, The Netherlands, Portugal, Spain and the United Kingdom.

Equivalence

A measure of reliability that is applied to both single instruments and easurement situations. When applied to instruments, the equivalence measure of reliability is the internal consistency or internal homogeneity of the set of items forming the scale; when applied to measurement situations, the equivalence measure of reliability focuses on whether different observers or different instruments used to measure the same individuals or objects at the same point in time yield consistent results.