According to the functional theory of attitudes, which function of consumer attitudes works as a defensive mechanism for consumers?
A) utilitarian function
B) value-expressive function
C) ego-defensive function
D) personal function
E) shielding function

Question

Quizplus · Accepted Answer

The ego-defensive function of attitudes works as a defensive mechanism for consumers by protecting their ego or self-esteem. It helps consumers to avoid feelings of guilt, shame, and embarrassment that may arise from certain purchase decisions. For example, a person may convince themselves that they bought an expensive luxury car because it is safer and more reliable than a cheaper car, rather than admitting that they bought it to show off their status.

According to the Functional Theory of Attitudes, Which Function of Consumer