Current LectureWhat Are Attitudes?Functional Theory of AttitudesImplicationsDiscussionABC Model of AttitudesMKTG 305 1st Edition Lecture 18 Outline of Last Lecture I. PersonalityII. Freudian PersonalityIII. Neo-Freudian PersonalityIV. Trait TheoryV. LifestylesOutline of Current Lecture I. AttitudesII. Functional TheoryIII. ImplicationsIV. ABC ModelCurrent Lecture What Are Attitudes?- Attitude: a lasting, general evaluation of people, objects, advertisements, or issues- Attitudes help to determine a number of preferences and actions- Attitudes are:- Learned- Consistent- ResponsiveFunctional Theory of Attitudes- Attitudes exist because they serve some function- Consumers expect to have similar consequences based on their preexisting preferences/attitudesThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Utilitarian Function: use to obtain rewards and avoid punishments, e.g., whitening toothpaste, dry shampoo http://www.businessweek.com/articles/2014-09-18/dry-shampoo-hair-care-companies-roll-out-more-products- Ego-Defensive Function: self-protection from Threats, e.g., dandruff shampoo, Marlboro cigarettes- Knowledge Function: Need for Meaning, Order & Structure--simplifies decisions (in ambiguous situations), e.g., brand loyalty- Value-Expressive Function: symbolic values, e.g., car,Implications- Identify the Dominant Function or benefits a Product Serves for Consumers- Emphasize these Benefits in communications & Packaging.Discussion- Imagine that you work for the marketing department of SIU and have segmented students into four different clusters, each representing one of the four functions- Develop a marketing strategy based on one of the four functions to motivate students tostay in school and complete their degrees.ABC Model of Attitudes- Attitude has three components:- Affect: the way a consumer feels about an attitude object. (feeling)- Behavior: person’s intentions to do something with regard to an attitude object. (doing)- Cognition: beliefs a consumer has about an attitude object.
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