By Pouryya Hamidi

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Functions of Consumer Attitudes  Utilitarian  Knowledge  Value-expressive  Ego-defensive

Utilitarian Function  Obtaining rewards with minimum punishment. Example: A boy notices all his friends in his social group wear Nike branded hats, therefore leaving him the odd one out. The boy then wears a Nike branded hat to now blend in within his social group. content/uploads/sites/3/2013/12/bigstock-Human-head-and- science-icons jpg

Knowledge Function  Using knowledge to make a decision. Example: A consumer walks into a local retail outlet looking for a sports watch and sees a big range of brands offering the same product. The consumer notices a Nike branded watch next to a Polar watch that is slightly cheaper and offers exactly the same features as the Nike watch, but as the consumer already has other Nike branded products and does not know much about the competitor Polar he will use his knowledge of his experience with Nike and allow that to influence his choice. content/uploads/sites/3/2013/12/bigstock-Human-head-and-science-icons jpg

Value-expressive  Spreading the word. Example: A consumer who loves the Nike brand may also go beyond what the brand sells and start sharing details about the Nike Foundation and how they protect adolescent girls from poverty. The easiest way this function can be performed is by social media, within the matter of a few clicks a consumer can share their beliefs and values. content/uploads/2012/06/socialmedia.jpg

 Protecting yourself from the possible reality. Example: In May 2001 a report– ‘Still waiting for Nike to do it’ written by Tim Connor and published by the Global Exchange, accused Nike of running sweat shops and had evidence to back the report was made public throughout the world many consumers frowned upon Nike however many who love and trust the brand will defend themselves from the negativity and not accept it and continue to purchase. Ego-defensive

The ABC Approach to Attitudes  Affect – Feelings towards object. ‘I love Nike shoes’  Behaviour – Apparent behaviour consumer will show and their intentions to behave. ‘I only wear Nike’  Cognition – Beliefs towards object. ‘The always last me’

Hierarchy of Effects  This is a concept which implies that; affect, behaviour and cognitions be formed in one of the four hierarchies; High Involvement Cognition - Affect - Behaviour Low Involvement Cognition - Behaviour - Affect Experiential Affect - Behaviour - Cognition Behavioural Influence Behaviour - Cognition - Affect

 High Involvement This is often where are consumer is facing a high- involvement decision and may contain significant risk. Cognitions will come first followed by affect and behaviour.  Low Involvement Not all purchasing are requiring a risk or high involvement. Cognitions will come first however behaviour is next followed by affect.  Experiential This is better described as impulse buying. Affect will come first followed by behaviour and then cognitions.  Behaviourial Influence Some behaviours are influenced without affect or cognitions but purely by the environment or external factors. Behaviour will come first followed by cognitions and then affect.

 Persuasive messages is the key for marketers to change consumers attitudes towards their products. Persuation persuasion-for-success-a-tale-of-talent-humor-and-experience/

Elaboration Likelihood Model

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Reference List      44ac-9e4e- 9e613192c79d%40sessionmgr111&vid=2&hid=105&bquery=JN+%22Journal+of+Cons umer+Psychology+(Elsevier+Science)%22+AND+DT &bdata=JmRiPWE5a CZ0eXBlPTAmc2l0ZT1laG9zdC1saXZlJnNjb3BlPXNpdGU%3d  talent-humor-and-experience/ talent-humor-and-experience/  (ELM) (ELM