MARK 305 Chapter Notes - Chapter 7: Social Judgment Theory, Cognitive Dissonance, Emotional Contagion
18 Oct 2016
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Attitude - lasting, general evaluation of people (including oneself), objects, or issues. Lasting because it tends to endure over time. General because it applies to more than momentary event. Attitude object (a 0 ) - anything toward which one has an attitude. Consumers have attitudes toward very product-speci(cid:1833)c behaviors as well as toward more general consumption-related behaviors. Functional theory of attitudes - pragmatic approach that focuses on how attitudes facilitate social behavior. Attitudes exist because they serve some function for the person. Utilitarian: related to basic principles of reward and punishment. Value-expressive: expresses consumer"s self-concept or central values highly relevant to lifestyle/psychographic analyses, where consumers cultivate custer of aio to express particular social identity. Ego-defensive: formed to protect person from external/internal feelings. Knowledge: formed as result of need for order, structure, or meaning. Attitude can serve more than one function, but in many cases, particular one will be dominant.
