What is utilitarian function in consumer behavior?

Utilitarian Function of Attitudes: Consumers use attitudes as ways to maximize rewards and minimize punishment. In other words, purchasing something because it brings forth a specific benefit is one example.

What is utilitarian function in marketing?

Utilitarian advertisements deliver a message regarding the benefits of using a product or service. Advertising targeted to consumers with value-expressive attitudes will typically include product symbolism and an image strategy.

What are the four functions of attitudes?

Daniel Katz outlines 4 functions of attitudes;

  • Adjustment Function.
  • Ego-Defensive Function.
  • Value-Expressive Function.
  • Knowledge Function.

What is ego-defensive function in consumer Behaviour?

Ego-defensive function is observed when the consumers buy a brand to enhance their self-esteem or boost their ego. Messages about high-ego related issues (or products) threaten a consumer’s ego may be discounted by the consumers (Lapinski & Boster, 2001).

What is utilitarian function of communication?

Utilitarian . Oral Communication has it’s practical use . We need to fulfill our desires , needs and goals . We use communication to express these aspirations and needs .

What are the 3 components of an attitude?

Structure of Attitudes

  • Affective component: this involves a person’s feelings / emotions about the attitude object.
  • Behavioral (or conative) component: the way the attitude we have influences on how we act or behave.
  • Cognitive component: this involves a person’s belief / knowledge about an attitude object.

What are the four functions of attitude and how do they work together?

Attitudes serve four major functions for the individual: (1) the adjustments function, (2) the ego defensive function, (3) the value expressive function (4) the knowledge function. Ultimately these functions serve people’s need to protect and enhance the image they hold of themselves.

How many types of attitude are there?

The four basic types of attitudes and behaviours that are positive, negative and neutral.

What is the value expressive function?

A function of attitudes that allows the individual to express his or her self concept. The value-expressive function is served by attitudes that demonstrate one’s self image to others. It is one of the functions of attitudes proposed by the functional theory of attitudes.

What does utilitarian mean?

The definition of a utilitarian is someone who supports the belief that actions should be chosen based on what will cause the most pleasure for the most people. An example of utilitarian is a person who will give up personal needs for the majority’s. YourDictionary definition and usage example. “Utilitarian.”.

What is utilitarian function of an attitude?

UTILITARIAN FUNCTION OF AN ATTITUDE. the role an outlook can play in attaining rewards, avoiding punishments, or both. An individual may take on a positive outlook toward a specific product because it has high efficacy and carries negative outlook toward its primary competitor because it its efficacy is much lower.

What is the utilitarian approach?

The Utilitarian Approach assesses an action in terms of its consequences or outcomes; i.e., the net benefits and costs to all stakeholders on an individual level. It strives to achieve the greatest good for the greatest number while creating the least amount of harm or preventing…

What is an utilitarian view?

A Utilitarian View. Utilitarianism is a theory that was proposed by John Stuart Mill. This theory is based on the Greatest Happiness Principle, which states that the rightness of actions is based upon the amount of happiness they promote.