MARK 305 Lecture Notes - Lecture 7: Time Complexity, Dont, Theory Of Reasoned Action
27 Jan 2017
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Document Summary
Attitude: lasting, general evaluation of people, objects or issues. Lasting and general because it endures and can be applied to anything. Functional theory of attitudes: attitudes exist because they serve some function for the person. Utilitarian function: related to the basic principles of reward and punishment product desire based simply on whether they provide pleasure or pain. Value-expressive function: attitudes that perform a value-expressive function express the consumer"s central values or self-concept. Person forms product attitude because of what product says about him or her. Ego-defensive function: formed to protect the person, either from ext threats or int feelings, perform an ego-defensive function products that promise to help a man look more rugged and masculine. Knowledge function: some attitudes are formed as the result of a need for order, structure, meaning. When person is in an ambiguous situation or confronted with new product. Behavior/conation: intentions to do something, not necessarily doing the action though.
