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Attitude

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

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Attitude

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  1. Attitude By: Casey Knuth, Tony Losh, Joseph Morelli Attitude: a lasting, general evaluation of people, objects, advertisements, or issues

  2. 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

  3. VALUE-EXPRESSIVE FUNCTION:Die-hard team fans Expresses consumer’s values or self-concept

  4. 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.

  5. 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

  6. Anti-tobacco • http://www.youtube.com/watch?v=JndtG8Y7yfw • 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.

  7. 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

  8. Attitudes & Celebrities • http://www.youtube.com/watch?v=yn_6LrtS4S8 • 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.

  9. Attitudes Positive attitudes towards objects correlate with Consumer’s intentions to purchase products/services.

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