Functions of Attitudes
Attitude- a lasting general evaluation of people, objects, ads, or issues.
Help people decide what music, brand, or products to buy.1
Function Theory of Attutudes- explains how attutudes facilitate social behavior.
**two people can have the same attitude over the same product but it may be for two very different reasons. when a marketer knows why the person has an attitude over a product it makes it easier for them to know how to change that attitude. 1
Utilitarian Function- When a person creates feelings for a product because they provide pleasure or pain.1
You drink Diet Dr. Pepper just because you like the taste of it.
2
Value Expressive Function- When a person creates a feeling about a product because what that product says about them.1
3
Ego- Defensive Function-Attitudes people form to protect themselves from external threats or internal feelings.1
4
Knowledge Function- when a person forms an attitude because they have a need for structure, meaning, or order. 1
Customer have a strong need to know the people and products they come into contact with.
5
Sources:
1. Solomon, page 256
2. http://www.google.com/imgres?imgurl=http://www.ordinarymer.com/wp-content/uploads/2011/04/dietdp-
large1.jpg&imgrefurl=http://www.ordinarymer.com/2011/11/om-recommends-diet-dr-pepper.html&usg=__AF-aqI3d8nTebQuIpPZWd7iJclQ=&h=1517&w=827&sz=166&hl=en&start=1&sig2=4UeMsAbbY9-G0EijzMRnOg&zoom=1&tbnid=wpeDxDO9v-_MAM:&tbnh=150&tbnw=82&ei=10LUTuu5EOXLsQLLhaWHDw&prev=/search%3Fq%3DDiet%2BDrPepper%26um%3D1%26hl%3Den%26sa%3DN%26rlz%3D1T4DKUS_enUS226US241%26tbm%3Disch&um=1&itbs=1
3. You Tube- http://www.youtube.com/watch?v=atuNUB1wg88
4. You Tube - http://www.youtube.com/watch?v=DYPHQcWDbCY
5. You tube- http://www.youtube.com/watch?v=cGOFMXGZapU
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