1. Functions of Consumers Attitudes By Amanda Benson

2. Functions of Consumers Attitudes It is important for marketers to understand the factors that influence consumers attitudes towards products, services, brands or people (Babin & Harris 2013, p.121), as it plays an integral role in determining what motivates consumers to purchase a specific product or service.

3. Components and Functions of Attitudes Attitudes are said to possess 3 components This is called the ABC approach to attitudes (Babin & Harris 2013, p. 122) and an example of this is in an industry such as McCafe selling specialty coffees. A consumer may say….. Affect Behaviour Cognition

4. “I really love McCafe Coffee” which is a statement describing a consumers feelings about the coffee, it is an affect the coffee has had on the consumer. “I purchase a McCafe Coffee every morning” which describes the consumers behaviour. “McCafe Coffee gives me the start I need each morning” this is a cognitive statement, the belief the consumer has in McCafe Coffee as a reliable start to their day.

5. It is valuable to know that ‘attitude’ can be separated into these three components, but we also need to understand why ‘attitude’ is so meaningful and to understand this allows marketers to develop better marketing messages when promoting their product (Babin & Harris 2013, p. 122). Understanding ‘attitude functions’ is important, as marketers are persuading the consumer to change their attitude towards purchasing, therefore persuasion is greater when the type of message presented matches the consumers attitude towards the change (Clary et al. 1994, p. 102).

6. Functions of Attitudes Functional theory of attitude believes that attitude performs four functions: Utilitiarian (fulfillment of hedonistic goals) Knowledge (facilitation of decision making) Value Expressive (communication) Ego Defensive or Social Adjustive (social interaction) (Grewal, Mehta & Kardes 2004, p.102; Babin & Harris 2013, p. 123)

7. Utilitarian Utilitarian value comes from the pursuit of an intended consequence, therefore can be viewed as a task. It is functional, instrumental and cognitive, it involves a means (McCafe Coffee) to an end (satisfaction). To view the McCafe Coffee purchase it would be seen to purchase the product in an efficient timely manner to achieve a goal with a minimum of fuss (Ry]u, Han & Jang 2010, p. 417)

8. Knowledge (facilitation of decision making) Knowledge helps the consumer organise and summarise large amounts of information about an attitude they have to a product. It assists in making decisions quickly and easily (Grewal et al 2004, p. 103) The knowledge function further distinguishes between consumers who have a high level of product knowledge (an expert) and consumers who have a low level of product knowledge (a novice). Compared to a novice, experts would have thoroughly summarised complex information and stored prior knowledge to arrive at the purchasing decision (Alba & Hutchinson 1987, p. 411) McCafe Coffee also encompasses familiarity with knowledge. As a consumer you are aware that every restaurant will produce the same coffee, the expert consumer may also have the additional stored knowledge of what else can be purchased from the menu if necessary.

9. Value Expressive (communication) Value Expressive attitudes help consumers express their self identity and core values. They make decisions not just on these self values but also on how they can express their beliefs to others (Grewal et al 2004, p. 104). McCafe, being part of the McDonalds brand, who play a major part in housing the families of sick children whilst away from their homes have bumper stickers that individuals can display on their cars as a way of communicating positive support for this foundation. Consumers supporting McHappy Day because the funds derived from this day go to the Ronald McDonald House and supporting this cause shows the value the consumer places on this worthy foundation.

10. Ego Defensive (social interaction) Defending ones ego is a purchasing attitude that believes the consumer will gain approval in social settings, conforming to the expectations of others (Bearden, Netemeyer & Teel 1989, p. 474) This is a consumer attitude that marketers play on, as our concern for social approval is ever increasing (Grewal et al 2004, p. 105). The ego defense attitude function is also used as a mechanism for consumers to defend their actions, particularly when their self esteem is low, for example an obese person may discount the knowledge they have of McDonalds being a fast food, unhealthy choice in defense of their own behaviour (Babin & Harris 2013, p. 122).

11. Functions of Consumers Attitudes In Summary The functional theory of attitudes: Utilitarian Function Knowledge Function Value Expressive Function Ego-Defensive Function Can have an affect not just on a product, but on a brand, a person, a service or object. It is evident that marketers need to understand these factors as they influence consumers attitudes and play an integral role in determining the motivation behind consumer purchasing.

12. References Alba, J & Hutchinson, W 1987, Dimensions of Consumer Expertise, Journal of Consumer Research Babin, B & Harris, E 2013, CB5, South Western, Cengage Learning, Mason Ohio, USA Bearden, R, Netemeyer, G & Teel, J 1989, Measurement of Consumer Susceptibility to Interpersonal Influence, Journal of Consumer Research Clary, E, Snyder, M, Ridge, R, Miene, P & Haugen, J 1994, Matching Messages to Motives in Persuasion: A Functional Approach to Promoting Volunteerism, Journal of Applied Social Psychology Grewal, R, Mehta, R & Kardes, F 2004, The Timing of Repeat Purchases of Consumer Durable Goods: The Role of Functional Bases of Consumer Attitudes, Journal of Marketing Research Vol. XLI Ryu, K, Han, H & Jang, S 2010, Relationships among hedonic and utilitarian values, satisfaction and behavioural intentions in the fast-casual restaurant industry, Vol. 22 No. 3 Emerald Group Publishing Limited. DOS 10.1108/09596111011035981