Page 102 - DMGT506_CONSUMER_BEHAVIOUR

Unit 7: Consumer Attitudes

7.2 Functions of Attitude Notes

Understanding functions of attitudes helps in learning how they serve consumers. According to
Daniel Katz, attitudes perform four important functions for individuals:

1. Utilitarian function
2. Value-expressive function
3. Ego-defensive function
4. Knowledge function

7.2.1 Utilitarian Function

This attitude function serves consumers in achieving desired benefits. We hold certain brand
attitudes partly because of a brand’s utility. If a product has been useful in the past, our attitude
towards it is likely to be favourable. For example, a consumer who considers quick relief as the
most important criteria in selecting an anti-cold remedy will be directed to the brand that offers
this benefit. On the other hand, attitudes will discourage the consumer away from brands that
are unlikely to fulfil the “quick relief” criteria. The Coldarin (an anti-cold remedy) commercial
reflects the utilitarian function of attitudes when it ensures quick relief.

7.2.2 Value-expressive Function

Attitudes reflect the consumer’s self-image, values and outlook, particularly in a high-involvement
product. If a consumer segment holds positive attitudes toward being “in fashion,” then their
attitudes are likely to be reflected in this viewpoint. For example, the self-image of a young man
buying a motorcycle may be of a macho, domineering person who likes to gain an upper hand.
Aggressiveness may reflect itself in purchasing a Royal Enfield Bullet 500 cc or a Bajaj Pulsar 180
cc. Advertisers often appeal to the value-expressive nature of attitudes by implying that purchase
or use of a certain product will lead to desired achievement, self- enhancement, or independence.

7.2.3 Ego-defensive Function

Attitudes formed to protect the ego, or self-image, from anxieties and threats help fulfil this
function. Ads for many personal care products such as mouthwashes, toothpastes, deodorants,
anti-pimple creams and cosmetics, etc. serve as a good example. Advertising capitalises on the
fear of social embarrassment and rejection and greater social acceptance through use of certain
products. This encourages consumers in developing a positive attitude towards brands associated
with social acceptance, confidence, appreciation, or being attractive and desirable to the opposite
sex.

7.2.4 Knowledge Function

Individuals generally have a strong need for knowledge and seek consistency, stability and
understanding. To fulfil this need attitudes help organise the considerable amount of information
to which they are exposed every day. They ignore irrelevant information and store what is
meaningful to them. The knowledge function also reduces uncertainty and confusion. Advertising
is a means of acquiring information about products and services. Comparative advertising
attempts to change consumers’ attitudes towards the advertised brand by emphasising its
advantages over the competing brand.

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