Functions of Consumers Attitude Caitlin Carter

Definition of ATTITUDE?  Oxford Dictionary defines attitude as: - A settled way of thinking or feeling about something. - In marketing terms Attitudes are defined as: - ‘Relatively enduring overall evaluations of objects, products, services, issues or people’ (Babin & Harris 2013, p.121), that affecti the shopping and buying habits of the individual (Dean 2010).

The components of Attitudes  An individuals attitudes are developed from a combination of their :  Beliefs also referred to as Cognitions  Affects – feelings towards and object and;  Behaviours – the obvious behaviour that consumers express towards an object (Babin & Harris 2013, p.122).  These are the components that form an individuals attitude towards products and services.

The Functional Theory of Attitudes  This theory was developed by Daniel Katz in 1960 and basically outlined the notion that, individuals hold attitudes towards objects, events and behaviours for various reasons (Katz, cited in Lutz 1978).  Katz (1960) went on to express further that the reason behind a person holding any sort of attitude is due to the functions the attitude performs for the individual. For example expressing one’s values, maximising rewards, expressing ones knowledge and acting as a defence mechanism.

 The main idea behind the functional theory is that two different people may like or dislike an object with but for entirely different reasons. For example one person may like going to university because he is an academic student and is challenged by the lectures. Where as another student may like University because it gives them a sense of achievement because they are the first person in their family to attend university (Locander & Spivey 1978, p.576).  The functional theory to attitudes recognises these two opposing views and illustrates how two attitudes of equal importance can be the products of different motives (Locander & Spivey 1978, p.576).  The functional theory of Attitudes states that an individual’s attitude can perform four different functions (Babin & Harris 2013, p.122).

 The four functions are;  Utilitarian Function  Knowledge Function  Value-Expressive Function  Ego Defensive Function  Each of these functions aims to explain the source of a certain attitude and the purpose of that attitude for the consumer (Dean 2010).  This theory is important for marketers to understand and grasp because it will enable them to increase the success of a campaign. By developing a marketing strategy that will a purpose and a function for the consumer, in turn will address the consumer’s attitude towards the product (Dean 2010).  The most successful marketers will aim to encourage and predict an attitude change of consumers. In order to change ones attitude they must first know the motives and functions of the consumer’s attitudes (Katz cited in Schlosser 1998, p. 346).

Utilitarian Function of Attitudes  This function is one of the most recognised of the four functions and stems from the theory of utilitarianism (Dean 2010).  This function is described by Katz as the attempt for an individual to make decisions and form ideas about objects that will maximise the rewards and minimize the punishment for the individual (Katz cited in Lutz 1978).  Consumers learn to use attitudes as a way of obtaining the most rewards or pleasure from an object and reducing the amount of pain or punishment. A simple example of this is buying a product because it delivers a particular benefit for that consumer (Babin & Harris 2013, p.122).

EXAMPLE An example of the utilitarian function would be a consumer that has always wanted to own a luxury boat deciding to join the Pacific Boating Club. By joining the club and using the service offered the consumer is rewarded with opportunity to use a variety of luxury boats and feels a sense of pleasure and happiness as a result. Pacific Boating Club The pacific boating club is the perfect solution for all those people that have ever wanted to own a luxury boat but don’t have the means to own one personally. The pacific boating club offers members the freedom and flexibility of luxury boating without the hassle associated with owning a boat. This service offers members the opportunity to loan of a range of luxury boats for a set monthly price and includes training, A 24/7 walk on/ walk off service, and a range of different boats to use.

Knowledge Function of Attitudes  The knowledge function of attitudes enables the consumer to simplify their decision making process (Babin & Harris 2013, p.123).  The knowledge function is served by attitudes that assist the individual to find meaning and give clarity and consistency to the individual’s view of the particular object as well as the world at large (Lutz 1978).  This function helps consumers avoid undesirable situations and approach better alternatives (Babin & Harris 2013, p.123).  Marketers can use this function and even change a consumer’s knowledge based attitude by providing the consumer with factual information and realistic comparisons in their marketing strategy (Dean 2010).

EXAMPLE The knowledge function of attitudes enables consumers to simplify their decisions and avoid undesirable situations. An example of this is an individual joining the Pacific Boating Club and enjoying the service of regularly using a range of luxury boats as opposed to the individual taking out a loan in order to purchase their own luxury boat. An individual that is aware of the costs and efforts involved in obtaining their own boat would join the boating club to avoid the unwanted cost and effort of maintaining their own boat.

Value-expressive Function of Attitudes  The value-expressive function of attitudes allows people to express their own individual values and self concepts (Locander & Spivey 1978, p.577).  This function reveals an insight into the type of person an individual perceives them self to be and the values that they hold (Babin & Harris 2013, p.123).  In some cases the value expressive attitude will encourage the individual to become closer to their own ‘Ideal’ self-concept (Lutz 1978).

EXAMPLE The value-expressive attitude function is used when the individual accepts a product or service with the purpose of affecting their social identity. An example is when an individual joins the Pacific Boating club and accepts this service, the individual is projecting the self-image of a successful individual that has worked hard and earned the opportunity to enjoy the luxuries of regular boating on the harbour.

Ego-defensive Function of Attitudes  This function of attitudes commonly serves as a defence mechanism for individuals as a way of protecting themselves from internal conflicts or unwanted attention from the external environment (Locander & Spivey 1978, p.577)  Consumers will often avoid facts or information that will discount or affect their self-image (Babin & Harris 2013, p. 123)  Although commonly associated as a defence mechanism, the ego-defensive function can also be associated with the development of positive attitudes towards products that enhance the self-image for an Individual (Babin & Harris 2013, p.123)

EXAMPLE The ego-defensive function of attitudes works a defense mechanism for individuals but can also be used as a protection mechanism, when a consumer develops a positive attitude towards a product or service that enhances their self image. An example of this is when consumers join the Pacific Boating Club they experience an improved self image of a successful, confident, worthy and respectable individual that deserves the luxuries provided by this boating club. The ego-defensive function acts a protection mechanism in this case to protect this improved self-image the individual now has.

Summary  The three components of attitudes are; Affects, Behaviours and Cognitions.  The functional theory of attitudes developed by Daniel Katz attempts to explain the motives behind an individuals attitudes and the functions those attitudes perform (Katz cited in Schlosser 1998, p.346)  The four functions of attitudes are; Utilitarian, Knowledge, value- expressive and ego defensive.  Knowing the difference between the components of attitudes and the functions of attitudes, we are able to see the importance of how attitudes influence a consumers behaviour and why marketers should pay attention to consumers attitudes and what functions these attitudes fulfil for a consumer.  By doing this Marketers can develop a marketing strategy that targets these particular functions which will result in a more successful campaign for the marketer as well as satisfying the consumer.

Reference List  Babin, BJ & Harris, EG 2013, CB5, Cengage, United States.  Dean, G 2010, ‘Understanding Consumer Attitudes’, Marketing Strategy, 17 October, Viewed 2 January 2015,.  Katz, D 1960, ‘The Functional Approach to The Study Of Attitudes’, Public Opinion Quarterly, vol. 24, no. 2, pp  Locander, W & Spivey, A 1978, ‘A functional Approach to Attitude Measurement’, Journal of Marketing and Research (JMR), Vol. 15, No. 4, pp  Lutz, R 1978, ‘A functional Approach to Consumer Attitude Research’, Advances in Consumer Research, Vol. 5, pp  Schlosser, A 1998, ‘Applying the Functional Theory of Attitudes to Understanding the Influence of Store Atmosphere on Store Influences’, Journal of Consumer Psychology, vol. 7, no. 4, pp