Attitude

Question 1

Attitude

Answer 1

a lasting, general evaluation of people, objects, advertisments, or issues (tends to be a predictive behaviour)

Question 2

Functional Theory of Attitudes

Answer 2

Attitudes exist because they servce some function for the person

Question 3

Utilitarian Function

Answer 3

Relates to rewards and punishments

Question 4

Value-Expressive Function

Answer 4

Expresses consumer’s values or self-concept

Question 5

Ego-Defensive Function

Answer 5

Protect ourselves from external threats or internal threats

Question 6

Knowledge Function

Answer 6

Need for order, structure, or meaning

Question 7

Affect

Answer 7

The way a consumer feels about an attitude object

Question 8

Behaviour

Answer 8

actions a consumer takes toward an attitude object (or their intentions to take action about it)

Question 9

Cognition

Answer 9

Beliefs a consumer has about an attitude object

Question 10

Compliance

Answer 10

Lowest level of attitude commitment: consumer forms attitude because it helps them gain rewards or avoid punishments (easy to change)

Question 11

Identification

Answer 11

Mid level of attitude commitment: attitudes formed in order to conform to another person or group

Question 12

Internalisation

Answer 12

Highest level of attitude commitment: deep-seeded attitudes become part of consumer’s value system (hard to change)

Question 13

Consistency Principle

Answer 13

We value/seek harmony among thoughts, feelings, and behaviours