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Attitude Formation / Change: Functional Approach to Change
The functional approach to changing attitudes says that there are four classifications of attitudes. They are the utilitarian function, the ego defensive function, the value-expressive function, and the knowledge function. The utilitarian function is when an attitude is held due to the brand’s utility. A way to change this attitude is to show the utility or purpose of the brand that they might not have considered. The next is the ego-defensive function which expresses people’s desire to protect their self-image. Showing how a product can boost people’s self esteem and feelings of self-doubt is one way of changing their attitude in this situation.
Attitude Formation / Change: Value Expressive
The value-expressive function says that consumers’ attitudes are a product of their lifestyle, beliefs, and outlook on life. Knowing the attitudes of a specific segment can help better reflect these characteristics in ads. The knowledge function says that people have a desire to know information and details about products they encounter. Comparing one’s products to other products and explaining its benefits and advantages could be one way of appealing to this side of people.
There is also the idea of combining several of the above functions to appeal to different groups of people who may use the same product but for different reasons.
Another way to change attitudes is to associate a product with an admired group or event, such as a charity cause. One example of this is Gap’s Red campaign. Half the profit made from the Red clothing goes to the Global Fund, which helps women and children in Africa who are affected by AIDS/HIV.
Attitude Formation / Change: Using negative attitudes
Showing consumers that their negative attitude toward a product, brand, etc. is not in conflict with another attitude, may make them inclined to change their negative opinion of the brand. This is just one more way of
The functional approach to changing attitudes says that there are four classifications of attitudes. They are the utilitarian function, the ego defensive function, the value-expressive function, and the knowledge function. The utilitarian function is when an attitude is held due to the brand’s utility. A way to change this attitude is to show the utility or purpose of the brand that they might not have considered. The next is the ego-defensive function which expresses people’s desire to protect their self-image. Showing how a product can boost people’s self esteem and feelings of self-doubt is one way of changing their attitude in this situation.
Attitude Formation / Change: Value Expressive
The value-expressive function says that consumers’ attitudes are a product of their lifestyle, beliefs, and outlook on life. Knowing the attitudes of a specific segment can help better reflect these characteristics in ads. The knowledge function says that people have a desire to know information and details about products they encounter. Comparing one’s products to other products and explaining its benefits and advantages could be one way of appealing to this side of people.
There is also the idea of combining several of the above functions to appeal to different groups of people who may use the same product but for different reasons.
Another way to change attitudes is to associate a product with an admired group or event, such as a charity cause. One example of this is Gap’s Red campaign. Half the profit made from the Red clothing goes to the Global Fund, which helps women and children in Africa who are affected by AIDS/HIV.
Attitude Formation / Change: Using negative attitudes
Showing consumers that their negative attitude toward a product, brand, etc. is not in conflict with another attitude, may make them inclined to change their negative opinion of the brand. This is just one more way of