PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly traditional Irish music sessions. Like many of his friends, Sean enjoys the feeling the pub gives him of connection with his Irish heritage. The pub advertises at community centers and churches in predominantly Irish areas of the city. On its posters, underneath a photo of a group of attractive young people in a cozy corner of the pub drinking and laughing together, is the pub's slogan: "Because being Irish is about more than just St. Paddy's Day."
-In the PUB MINI CASE, by targeting people with strong attachments to their Irish heritage, The Celtic Knot is taking advantage of the ________ function of their target market's attitudes.
A) utilitarian
B) value-expressive
C) knowledge
D) attribution
E) ego-defensive

Question

Quizplus · Accepted Answer

The Celtic Knot is leveraging the value-expressive function by appealing to the target market's desire to express their Irish heritage and cultural values, as evidenced by the pub's Irish-themed environment and activities, and its marketing strategy that emphasizes a connection to Irish identity beyond just celebrating St. Patrick's Day.

PUB MINI CASE: Sean and His Friends, Most of Whom