BU432 Chapter Notes - Chapter 7: Balance Theory, Social Judgment Theory, Classical Conditioning
Document Summary
The power of attitudes an attitude is a lasting, general evaluation of people (including oneself), objects, or issues. It is general because it applies to more than a momentary event general consumption-related behaviours. Utilitarian function: is related to the basic principles of reward and punishment. We develop some of our attitudes toward products simply on the basis of whether these products provide pleasure or pain. Value-expressive function: attitudes that express the consumer"s self-concept or central values. A person forms a product attitude not because of its objective benefits, but because of what the product says about him or her as a person. Ego-defensive function: attitudes that are formed to protect the person, either from external threats or internal feelings, perform an ego-defensive function. Knowledge function: some attitudes are formed as the result of a need for order, structure, or meaning.
