BUS 347 Chapter Notes - Chapter 7: Green Wall, Theory Of Reasoned Action
10 Oct 2018
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Attitude: lasting, general evaluation of people, oneself, objects, or issues. Lasting because it tends to endure over time. General because it applies to more than a momentary event. Consumers have attitudes toward very product-specific behaviours eg: coke over pepsi. Attitude object: anything toward which a person has an attitude, whether tangible (brand) or intangible (drunk driving) Functional theory of attitudes: explains how attitudes facilitate social behaviour. Attitudes exist because they serve some function for the person, they"re determined by a person"s motives. Utilitarian function: related to basic principles of reward and punishment pain or pleasure. Value expressive function: express the consumer"s self- concept or central values. Ego defensive function: protects the person, either from external threats or internal feelings eg products that help a man project a rugged and manly image may appeal to his insecurities about his masculinity. Knowledge function: some attitudes are formed as the result of a need for order, structure or meaning.
