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The major functions that attitudes perform can be grouped according to their motivational basis
as follows:
i. The utilitarian function: This refers to the idea that people express feelings to maximize the rewards and minimize the punishment they receive from others. In utilitarian sense, attitudes guide behaviour to gain positive reinforcers and avoid punishers. In marketing point of view we develop positive attitude towards those product that satisfied us and we form negative attitudes towards those that fail to satisfy us. Our attitudes become guide to behaviour that will satisfy our needs.
ii. The ego-defensive function. The function of this is to protect people from the basic truth about themselves or from the harsh realities of the external world. Most people want to protect their self image from feelings of doubt, for instance advertisement for cosmetics and personal
hygiene product increase both relevance to the customers and the likelihood of favourable
attitudes by offering assurance to the customer about their self concept.
3.The value-expressive function This refers to how people express their central values to others .This function allows the customer to positively demonstrate their basic values. By marketers knowing their target customer’s attitudes they can anticipate their values, lifestyle and outlooks more skilfully and reflect those characteristic in their advertisement. E.g. a customer can express strong feeling about health by riding a bicycle, eating health foods and giving up on smoking.
4.The knowledge function: Attitude may also serve as standard that help people to understand
their environment and so give order and meaning to it. E.g. a customer may develop certain
attitudes toward salespeople in brightly coloured jackets; whenever they come into contact with
such salesperson they interpret their encounter according to their established attitudes.
Titany answered the question on November 3, 2021 at 12:26
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