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 yfw • 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.