Management and Organizational Studies 3321F/G Chapter Notes - Chapter 7: Cognitive Dissonance, Emotional Contagion, Conation

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

Attitude is a lasting, general evaluation of people, objects, or issues. Relatively global and enduring evaluation of an object, ads, issue, person or action. Anything towards which a person has an attitude, whether tangible or intangible is called an attitude object (ao) An attitude is: lasting, because it tends to endure over time, general, because it applies to more than a momentary event. Functional theory of attitudes explains how attitudes facilitate social behaviour. Attitudes exist because they serve some function for the person; they determine are determined by a pe(cid:396)so(cid:374)(cid:859)s (cid:373)oti(cid:448)es. Attitude functions: utilitarian function: related to the basic principles of reward and punishment. This function applies when a person is in an ambiguous situation or when he or she confronts a new product: helps us organize and simplify experiences and stimuli. By identifying the dominant function, a product serves for consumers (what benefits it provides, marketers can emphasize these benefits in their communications and packaging.