Management and Organizational Studies 3321F/G Chapter Notes - Chapter 7: Cognitive Dissonance, Emotional Contagion, Social Judgment Theory

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Tara Lee

Document Summary

Attitude is a lasting general evaluation of people objects or issues. Anything toward which a person has an attitude weather tangible or intangible is called an attitude object. Attitude is lasting because it tends to endure over time it is general because it applies to more than a momentary event. Consumers have attitude towards very product specific behaviors as well as toward a more general consumption related behaviors. Functional theory of attitudes initially developed by psychologist daniel kats to explain how attitudes facilitates social behavior. Attitudes exist because they serve some function for the person they are determined by a person"s motives. Two people can have the same attitude towards some object for very different reasons. It can be helpful for marketer to know why an attitude is held before attempting to change it. The following are attitude functions identifies by katz: utilitarian function. Is related to the basic principles of reward and punishment.