Functional Approaches Flashcards
Functional approaches to attitude
attitudes serve functions for a person. Depending on the function, there are different approaches to change the attitude
What are Katz’s four functions of attitude
- Utilitarian
- Ego-defensive
- Value-Expressive
- Knowledge
Utilitarian function: definition, primary techniques for changing attitudes that serve function
- people strive to maximize rewards and minimize punishments
- primary techniques for changing attitudes that serve utilitarian function:
1. create a reward or punishment
2. change what’s associated with existing rewards and punishments
Ego- defensive function: definition, primary techniques for changing attitudes that serve function
- attitudes that serve to protect the ego and one’s self image
- primary techniques for changing attitudes that serve ego-defensive function:
1. Remove threat to ego
2. Give person insight into their mechanisms of defense . Show them that the only reason they have attitude is because of mechanism
Value-expressive function: definition primary techniques for changing attitudes that serve function
- People get satisfaction from holding and expressing certain attitudes that reflect their values
- techniques for changing attitudes that serve value-expressive function:
1. There’s a degree of dissatisfaction with the old value, so there’s no need for an attitude
2. A different attitude can better represent the value
Knowledge function: definition, primary techniques for changing attitudes that serve function
- when attitudes help people understand things
- Technique for changing attitudes that serve knowledge function: ambiguity introduced by new information
Acronym for remembering Katz functions of attitudes
VUKE
The general functions of attitudes can be split into 2 distinct groups: definition, specific categories of functions
- Symbolic
- attitudes that involve moral beliefs, values, focused on symbolic associations
- value-expressive, ego-defensive - Instrumental
- attitudes that involve intrinsic characteristics of object, like its positive or negative properties
- knowledge function, utilitarian function
What’s the procedure to assess the attitude function?
- you can analyze free response data- answers to relevant open-ended questions
- ex- if respondent gives symbolic reasons behind attitude, attitude most likely serves symbolic function
- if respondent is defensive when explaining something they deem important, most likely ego defensive
- look to see if data has positive or negative tone
What’s the key to functional persuasion?
- matching function of attitude with persuasion
- make sure you’re not trying to persuade a person whose attitudes serve a symbolic function with instrumentally focused appeals
Self-monitoring: definition, types
- self-monitoring- monitoring your behavior and self-presentation
- High self monitors- “I act like different people in different situations,” concerned about image they project, more likely to change behavior
- Low self monitors- “I have trouble changing my behavior to suit different situations,” less concerned about image they project, less likely to change behavior
Outline the two advertising appeals: definition, who it’s more persuasive to, how well the target market remembers it
Image-oriented advertising appeals
- focused on image, symbolism, what it symbolizes
- differentially affected: more persuasive to HSM- more concerned about their image
- differentially remembered: HSM are more accurate in remembering if they saw an image-oriented advertising appeal
Product-quality oriented appeal
- focused on intrinsic qualities of product, how well it works
- differentially affected: more persuasive to LSM- less concerned about their image, focused on how well something works
- differentially remembered: LSM are more accurate in remembering if they saw a product-quality oriented advertising appeal
Compare belief- based models and functional approaches
- belief based models explain the mechanisms by which beliefs combine into an attitude, but don’t explain the content of the underlying beliefs
- functional models focus on the content of underlying beliefs but don’t explain how beliefs combine to create an attitude
Objects that have one function v are multifunctional
- objects can accommodate multiple attitude functions or just one- and have either image-oriented appeals or product-quality oriented
- one function object. Ex- ibuprofen
- multifunctional object- both image oriented and product-quality- oriented. Ex- sunglasses
How to market a multifunctional object
- a multifunctional object can be advertised differently (product-quality oriented and image oriented) and therefore appeal to different people (HSM and LSM)
- persuader will need to know audience’s degree of self-monitoring to make this decision
