MKT 3230 Chapter 28: Chapter notes 139
26 May 2017
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Document Summary
The power of attitudes: the term attitude is widely used in popular culture, attitude: a lasting, general evaluation of people (including oneself), objects, or issues, attitude object (a o intangible. Related to the basic principles of reward and punishment. We develop some of our attitudes toward products simply on the basis of whether these products provide pleasure or pain. Ads that stress straightforward product benefits appeal to the utilitarian function o value- expressive function: Attitudes that perform a value-expressive function express the consumer"s central values to self-concept. A person forms a product attitude not because of its objective benefits, but because of what the product says about them as a person o ego-defensive function:
