Question 1

Describe the functional theory of attitudes.

Accepted Answer

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").

Question 2

According to the functional theory of attitudes, the ________ function is addressed by ads that stress straightforward product benefits.
A) utilitarian
B) value-expressive
C) ego-defensive
D) knowledge

Accepted Answer

The utilitarian function of attitudes is related to the basic principles of reward and punishment. Ads that stress straightforward product benefits appeal to this function by highlighting how the product can be useful or beneficial to the consumer, thus serving a utilitarian purpose.

Question 3

Which of the following best expresses what marketers mean by attitude?
A) how hard Jane will work to obtain a goal
B) the preference that Sam holds for Chinese food over Mexican food
C) how fast Kim learns to find her way around a new neighbourhood
D) the unease that Kyle feels every time he is forced to stay in a small confined space

Accepted Answer

Attitude in marketing refers to a consumer's enduring evaluation, feeling, or tendency toward an object or idea, which in this case is best represented by a preference for one type of food over another.

Question 4

According to the functional theory of attitudes, attitudes are determined by a person's motives.

Accepted Answer

The functional theory of attitudes posits that attitudes serve specific functions for individuals, essentially being determined by one's motives or needs, such as the need for adjustment, ego-defense, value expression, or knowledge.

Question 5

Describe what Katz means by the term "knowledge function."

Accepted Answer

The answer of Describe what Katz means by the term...

Question 6

Describe what Katz means by the term "ego-defensive function."

Accepted Answer

The answer of Describe what Katz means by the term...

Question 7

Which of the following attitude functions is highly relevant to lifestyle analyses?
A) utilitarian function
B) value-expressive function
C) motivation function
D) ego-defensive function

Accepted Answer

The value-expressive function of attitudes is highly relevant to lifestyle analyses because it reflects an individual's central values and beliefs. This function allows marketers to understand how a product or service fits into a person's lifestyle by expressing their self-concept or central values, which is crucial for targeting and positioning strategies.

Question 8

Describe what Katz means by the term "value-expressive function."

Accepted Answer

The answer of Describe what Katz means by the term...

Question 9

A primary application of functional theory to the strategic positioning of products is:
A) that everybody uses functional theory for decision making.
B) in many cases, a particular function will dominate a consumer's need.
C) that functional theory is more valid and reliable as a predictor of consumer needs than other models.
D) harmful to the development of favourable product associations.

Accepted Answer

Functional theory suggests that consumers often purchase products based on the specific functions or needs those products fulfill. Therefore, understanding which functions dominate a consumer's need can guide strategic product positioning to meet those needs effectively.

Question 10

A lasting, general evaluation of people (including oneself), objects, and issues is a(n):
A) opinion.
B) impression.
C) attitude.
D) value.

Accepted Answer

An attitude represents a lasting, general evaluation of people (including oneself), objects, and issues. It encompasses an individual's feelings, beliefs, and behavioral tendencies towards specific entities.

Question 11

Janet will only drink Earl Grey tea. This tea is her attitude object.

Accepted Answer

An attitude object is anything toward which one has an attitude, and since Janet has a specific preference for Earl Grey tea, it becomes her attitude object.

Question 12

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?
A) The ice cream is purely a product (P1).
B) The ice cream is a fantasy (F1) for Ruby.
C) The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product.
D) Ruby would likely have a positive attitude toward an advertisement (Aad) that showed someone eating ice cream.

Accepted Answer

Ruby's belief that ice cream is fattening and her subsequent effort to avoid it indicates that ice cream is an attitude object (Ao) for her. This is because her feelings and beliefs about ice cream influence her behavior towards it.

Question 13

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?

Accepted Answer

The answer of A teenager sassed his father. The father...

Question 14

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.

Accepted Answer

The value-expressive function of attitudes is based on expressing one's identity and values, rather than simply fulfilling a need or function. In this scenario, the segment of cola drinkers may have a strong attachment to the brand for personal or emotional reasons, but when it comes to taste tests, they may prioritize the taste and choose a different brand. This reflects the value-expressive function of attitudes.

Question 15

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?
A) There is no relationship. Common usage is not the same as attitudes as seen by the researchers who study consumer behaviour.
B) The term attitude is widely used in popular culture in much the same way it is used in studying consumer behaviour.
C) They are different in that popular culture does not recognize that attitudes are temporary. Otherwise the usage is the same.
D) They are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship.

Accepted Answer

The term "attitude" in common conversation often refers to a person's outlook or stance towards a particular subject, which aligns with how it is defined in consumer behavior as a predisposition or a learned tendency to evaluate things in a certain way, often influenced by beliefs and feelings.

Question 16

If Lana wears red, flashy dresses because it says something about her lifestyle, then Lana is exhibiting the ego-defensive function of attitudes.

Accepted Answer

Lana wearing red, flashy dresses because it says something about her lifestyle is an example of the value-expressive function of attitudes, where attitudes express an individual's central values and self-concept, not the ego-defensive function, which involves holding attitudes to protect oneself from acknowledging basic truths or uncomfortable aspects of reality.

Question 17

What does Katz mean by the "utilitarian function"?

Accepted Answer

The answer of What does Katz mean by the "utilitarian...

Question 18

The functional theory of attitudes was initially developed by:
A) Maslow.
B) Jung.
C) Fishbein.
D) Katz.

Accepted Answer

The functional theory of attitudes was initially developed by Daniel Katz. This theory suggests that attitudes serve different functions for individuals, such as adjusting to their environment or expressing their values.

Question 19

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?
A) anxiety
B) utilitarian
C) knowledge
D) ego-defensive

Accepted Answer

The answer of Sarah sees an ad for a popular...

Question 20

Julia's favourite magazines are Vogue and Harper's Bazaar; she loves French food, travel, and social media. Which attitude function describes her motives?
A) utilitarian function
B) value-expressive function
C) motivation function
D) ego-defensive function

Accepted Answer

Julia's preferences for specific magazines and her interests in French food, travel, and social media suggest that her attitudes towards these things express her values and identity, which aligns with the value-expressive function. This function is about expressing one's core values and beliefs through their preferences and attitudes.

Quiz 7: Attitudes

Describe the functional theory of attitudes.

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

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

According to the functional theory of attitudes, attitudes are determined by a person's motives.

Describe what Katz means by the term "knowledge function."

Describe what Katz means by the term "ego-defensive function."

Which of the following attitude functions is highly relevant to lifestyle analyses?

Describe what Katz means by the term "value-expressive function."

A primary application of functional theory to the strategic positioning of products is:

A lasting, general evaluation of people (including oneself) , objects, and issues is a(n) :

Janet will only drink Earl Grey tea. This tea is her attitude object.

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?

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?

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.

If Lana wears red, flashy dresses because it says something about her lifestyle, then Lana is exhibiting the ego-defensive function of attitudes.

What does Katz mean by the "utilitarian function"?

The functional theory of attitudes was initially developed by:

Julia's favourite magazines are Vogue and Harper's Bazaar; she loves French food, travel, and social media. Which attitude function describes her motives?