What are the functional theories of attitudes?

During Week 7 of my Consumer Behaviour Unit, we learnt about Consumer Behaviour theories and how they impact Consumer Behaviour.

One thing which stood out for me was the "Functional Theories of Attitudes", which explains how we end up with different attitudes about products and our attitudes when we also buy them.

If you want to find out more than read on!

The 4 Functional Theories of Attitudes are:

1) Utilitarian Function -

Utilitarian Function is all about rewards and punishments and how we develop attitudes towards products based on pleasure or pain. An example of this is when I did my trial on my Dermologica skincare products I use, I really wanted to push the benefits of those products not just for my readers but also to get people to buy these products because they're so good! I showed my viewers before and after photos and I described the benefits to show my readers what these products are all about.

2) Value-Expressive Function-

Value Expressive Function is all about expressing consumer's self concept of themselves. It's what the product says about themselves. Again, if someone brought the skincare products I promoted (not that this is true to all people who buy skincare products before I continue), this could mean they're not happy with their skin or they need to improve their skincare routine. They would therefore buy these products to help with their skin and make them feel better about their skin.

3) Ego-Defensive Function -

Ego-Defensive Function is all about the attitudes formed to protect someone or something from internal feelings or external threats. An example of a product that could be included in Ego-Defensive Function is Vitamins or Medicine. We buy Vitamins to protect ourselves from the external threat of being ill. Internally, this makes us feel well and physically healthy.

4) Knowledge Function -

Knowledge Function is all about the attitudes of needing something for order, structure or routine. An example of a product this could be is food from a Supermarket e.g. Marks & Spencers. This is because you need food to survive. Another product which fits with this would be an organiser. This helps create a routine for your day and structure of your life.

So that's the round up of the "Functional Theories of Attitudes"

Overall, I really enjoyed learning about the "Functional Theories of Attitudes". Let me know in the comments what your views are on this and what you would like to see next!!

References:

https://www.monash.edu/business/marketing/marketing-dictionary/f/functional-theory-of-attitudes