DM 272 1st Edition Lecture 21Outline of Last Lecture I. Consumer Beliefs (cont.)a. Beliefs about Brand Distinctivenessb. Inferential Beliefsc. Consumer Confusiond. Beliefs and Feelingse. Consumer FeelingsII. Consumer Attitude-Typesa. The Fiction of AttitudesOutline of Current LectureI. Utilitarian FunctionII. Value-Expressive FunctionIII. Ego-Defensive FunctionIV. Knowledge FunctionV. Consumer Attitudes-PropertiesVI. Forming AttitudesVII. Changing Consumer Attitudes: Changing Beliefs (Persuasion)Current LectureUtilitarian FunctionThese 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.- Associated with the basic principles of reward and punishmento Functional beliefsValue-Expressive Function- Helps express a consumer’s central values and identity- Relevant to consumer’s lifestyles (AIO measures)o More about hedonic/experiential beliefsEgo-Defensive Function- Protects person from external threats or internal feelingso E.g., instant coffee products; microwave ovensKnowledge Function- Related to the basic needs for order, structures, and meanings in lifeo Especially important when a person is in an ambiguous situation or facing a new productConsumer Attitudes-Properties- Valenceo Whether the attitude is positive, negative, or neutral.- Extremityo The intensity of liking or dislikingo Unlike personal values, attitudes are likely to change- Resistanceo Degree to which the attitude is immune to changeo “Stronger” attitudes are less likely to change- Confidenceo Consumer beliefs about whether his/her attitude is correcto May depend more on your direct experienceo Greater confidence, more resistant to change, and more likely to act based on attitudes- Accessibilityo The speed with which people an report how they feel about an issue or objecto The more accessible the attitude, the more predictive it is of subsequent behaviorForming Attitudes- How do we form our attitudes?o The consistency principle Harmony among our thoughts, feelings, and behaviors Consumers are motivated to avoid conflicto Self-Perception Theory Attitude is determined by observing your own behavior “Why would I buy it if I do not like it?” AffectBehavior Attitude  More relevant to low-involvement productso Balance Theory How consumers evaluate elements that belong together Triads-relations among three elementso (1) a person and his or her perceptions of;o (2) an attitude object;o (3) some other person or object Perceptions are altered to make them consistent Marketing applications of balance theoryo Consumers like to associate w/ positively valued objectso Endorsement by celebritiesHow do they Relate to Each Other?Changing Consumer Attitudes: Changing Beliefs (Persuasion) Changing beliefs about products may result in more favorable attitudes ad influence what consumers buy Q: How would you change consumer’ beliefs about products? If beliefs are false, they need to be brought into harmony with