Attitude
By: Casey Knuth, Tony Losh, Joseph Morelli
Attitude: a lasting, general evaluation
of people, objects, advertisements,
or issues
Functional Theory’s of Attitudes
• Utilitarian Function
– Relates to rewards and punishments
• Value Expressive Function
– Expresses consumer’s values or self-concept
• Ego-Defensive Function
– Protect ourselves from external threats or
internal feelings
• Knowledge Function
– Need for order, structure, or meaning
VALUE-EXPRESSIVE FUNCTION:
Die-hard team fans
Expresses consumer’s values or self-concept
3 components of Attitudes (ABC’s)
• Affect: the way a
consumer feels about
an attitude object.
• Behavior: person’s
intentions to do
something with regard
to an attitude object.
• Cognition: beliefs a
consumer has about an
attitude object.
Attitudes Towards Objects
-We form attitudes toward objects other than the product
that can influence our product selections. (i.e. the girls)
-We often form product attitudes from its ads
Anti-tobacco
• http://www.youtube.com/watch?v=JndtG8Y7
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• Negative effects of smoking in a positive/fun
way to capture attention of viewers
• This commercial is used to evoke consumers
emotions towards smoking
• With the upbeat commercial they are
portraying negative effects of smoking.
Can Celebrities Change/Reinforce
Consumer Attitudes?
• Marketers use celebrity endorsers of products
to create positive associations
• “Basking in reflected glory:” consumers want
to show association with a positively valued
attitude object
– Students often bask in reflected glory of their
college’s winning sports teams by showing team
spirit or buying merchandise
Attitudes & Celebrities
• http://www.youtube.com/watch?v=yn_6LrtS4
S8
• Uses placement of a Celebrity (T-Pain) and a
recognizable trait (auto-tune) to advertise
their product to a market segment.
• Most young – middle aged drinkers have
positive attitudes towards the object (T-Pain)
which sways them to buy the product.
Attitudes
Positive attitudes towards objects correlate with Consumer’s
intentions to purchase products/services.