Question

Consumer Behavior

There are 7 functions of attitudes that we have read in this chapter. Pick 3/7 and describe them and give an example of how it relates to you as a consumer.

1. Knowledge

2. Value-expressive

3. Ego-defensive

Answer 1

1. Knowledge Function

The knowledge function refers to our need which is consistent and relatively stable.

This allows us to predict what is likely to happen, and so gives us a sense of control.

Some attitudes are useful because they help to make the world more understandable.

They help people ascribe causes to events and direct attention towards features of people or situations that are likely to be useful in making sense of them.

Consequently, they help to make the world more understandable, predictable, and knowable. Knowing a person’s attitude helps us predict their behavior.

For example- people who are not familiar with nuclear energy may develop an attitude that is dangerous and should not be used as an energy source.

Stereotyping is another example.

In the absence of knowledge about a person, we may use a stereotyped attitude for judging the person.

2. Value-Expressive Function

Whereas ego defensive attitudes are formed to protect a person’s self-image, value-expressive attitudes enable the expression of the person’s centrally held values.

Central values tend to establish our identity and gain us social approval thereby showing us who we are, and what we stand for.

Some attitudes are important to a person because they express values that are integral to that person’s self-concept.

Therefore consumers adopt certain attitudes to translate their values into something more tangible and easily expressed.

Our value-expressive attitudes are closely related to our self-concept.

One whose central value is freedom, the individual may express very positive attitudes towards the decentralization of authority in the organization, flexible work schedules, and relaxation of dress standards.

3. Ego-Defensive Function

The ego-defensive function refers to holding attitudes that protect our self-esteem or that justify actions that make us feel guilty.

This function involves psychoanalytic principles where people use defense mechanisms to protect themselves from psychological harm.

Mechanisms include denial, repression, projection, rationalization, etc.

For example; an older manager whose decisions are continually challenged by a younger subordinate manager may feel that the later is brash, cocky, immature, and inexperienced.

In truth, the younger subordinate may be right in challenging the decisions.

The older manager may not be a very effective leader and may constantly make poor decisions.

On the other hand, the older manager is not going to admit this but will try to protect the ego by blaming the other party.