Consumer Behaviour Study Set 4

Business

Quiz 7 :

Attitudes

Quiz 7 :

Attitudes

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Describe the functional theory of attitudes.
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The functional theory of attitudes was initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behaviour. According to this pragmatic approach, attitudes exist because they serve some function for the person; that is, they are determined by a person's motives. Consumers who expect that they will need to deal with similar information at a future time will be more likely to start forming attitudes in anticipation of this event.
Two people can each have the same attitude toward some object for very different reasons. As a result, it can be helpful for a marketer to know why an attitude is held before attempting to change it. The following are attitude functions identified by Katz:
• Utilitarian function: The 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. If a person likes the taste of a cheeseburger, that person will develop a positive attitude toward cheeseburgers. Ads that stress straightforward product benefits (e.g., you should drink Diet Coke "just for the taste of it") appeal to the utilitarian function.
• Value-expressive function: Attitudes that perform a value-expressive function express the consumer's central values or self-concept. 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 ("What sort of man rides a Harley?"). Value-expressive attitudes are highly relevant to lifestyle analyses, where consumers cultivate a cluster of activities, interests, and opinions to express a particular social identity.
• Ego-defensive function: Attitudes that are formed to protect the person, either from external threats or internal feelings, perform an ego-defensive function. Products that promise to help a man project a rugged, manly image may be appealing to his insecurities about his masculinity.
• Knowledge function: Some attitudes are formed as the result of a need for order, structure, or meaning. This need is often present when a person is in an ambiguous situation or is confronted with a new product ("Bayer wants you to know about pain relievers").

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According to the functional theory of attitudes, the ________ function is addressed by ads that stress straightforward product benefits.
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A

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Which of the following best expresses what marketers mean by attitude?
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B

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According to the functional theory of attitudes, attitudes are determined by a person's motives.
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Describe what Katz means by the term "knowledge function."
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Describe what Katz means by the term "ego-defensive function."
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Which of the following attitude functions is highly relevant to lifestyle analyses?
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Describe what Katz means by the term "value-expressive function."
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A primary application of functional theory to the strategic positioning of products is:
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A lasting, general evaluation of people (including oneself), objects, and issues is a(n):
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Janet will only drink Earl Grey tea. This tea is her attitude object.
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Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. Which of the following best describes the relationship between Ruby and ice cream?
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A teenager sassed his father. The father looked at his teenage son and remarked, "I don't like your attitude." How is this use of the term "attitude" both similar and dissimilar to how the term is utilized in studying consumer behaviours?
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A cola drink is preferred by a segment of cola drinkers, but the same segment almost always picks another cola brand in blind taste tests. The attitude formation for this product reflects the value-expressive function more than the utilitarian function.
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Craig complained to his friend Jess that a class was too hard and he believed that the teacher was not being fair with his grading standards. Jess replied, "Craig, you really have an attitude problem." What is the relationship between the manner in which the term "attitude" is used in common conversation and the how it is defined in consumer behaviour?
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If Lana wears red, flashy dresses because it says something about her lifestyle, then Lana is exhibiting the ego-defensive function of attitudes.
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What does Katz mean by the "utilitarian function"?
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The functional theory of attitudes was initially developed by:
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Sarah sees an ad for a popular deodorant. In the ad, a young girl is embarrassed on prom night because of a perspiration stain on her pink prom dress. The punch line of the ad says, "Is yours strong enough when you really need it?" Sarah thinks about the brand she uses, an upcoming date with a new guy, and decides to switch to the advertised brand. Which of the following attitude functions most closely matches the decision made by Sarah?
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Julia's favourite magazines are Vogue and Harper's Bazaar; she loves French food, travel, and social media. Which attitude function describes her motives?
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