BUSI 4206 Chapter Notes - Chapter 7: Emotional Contagion, Conation, Classical Conditioning
26 May 2015
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Document Summary
Attitude is a lasting, general evaluation of people (including oneself), objects, or issues. Attitude object: anything towards which someone has an attitude. Utilitarian function: related to the basic functions of reward and punishment - we develop some of our attitudes toward products simply on the basis of whether these products proved pleasure or pain. Value-expressive function: attitudes that perform a value-expressive function express the consumer"s central values or self concept a person forms a product attitude because of what the product says about them. Ego-defensive function: attitudes that are formed to protect the person, either from external threats or internal feelings (i. e. products that promise to help a man project a rugged, manly image may be appealing to his insecurities about his masculinity) Model emphasizes the interrelationships among knowing, feeling, and doing. Consumer"s attitudes toward a product cannot be determined simply by identifying their beliefs about it.
