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ELEVENTH EDITION
Michael R. Solomon
VALUE-EXPRESSIVE
UTILITARIAN FUNCTION:
FUNCTION:
Rewards and punishments
Values or self-concept
I like the taste of a
Branded clothing describes
cheeseburger
me as a high-style person
IDENTIFICATION
Attitudes formed in order to conform to another person or
group
Students wear clothing with their University logo
COMPLIANCE
Consumer forms attitude because it gains rewards or avoids
punishments
I buy Coca cola because it’s accessible. But I will equally
Copyright © 2015 Pearson Education easily buy Pepsi. 8-15
Learning Objective 4
• A need to maintain consistency among all
of our attitudinal components often
motivates us to alter one or more of them.
Desire and wish to avoid at the same time Buying a natural fur coat?
Overcome guilt by „Because
I’m worth it.” slogan.
Beliefs (β)
Attribute Import. (I) Smith Princeton Rutgers Northland
Academic reputation 6 8 9 6 3
All women 7 9 3 3 3
Cost 4 2 2 6 9
Proximity to home 3 2 2 6 9
Athletics 1 1 2 5 1
Party atmosphere 2 1 3 7 9
Library facilities 5 7 9 7 2
We try not to
Believe
contradict
authoritative Authority Consistency what we’ve
sources
said before
8-30
Copyright © 2015 Pearson Education
Learning Objective 7
• The consumer who processes a message
is not the passive receiver of information
marketers once believed him or her to be.
Sex Appeals
Humorous Appeals
https://www.youtube.com/watch?v=BnFi8HcAtEU
Fear Appeals
https://www.youtube.com/watch?v=YfRGm2LNZpI