Chapter 6 Attitude MKT535 PDF

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THAT WAS A TUTORIAL FROM LECTURER. GOOD AND THE BEST FOR STUDENT...

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1. How can an attitude play an ego-defensive function? (8 m) The ego-defensive function refers to holding attitudes that protect our self-esteem or that justify actions that make us feel guilty. Attitudes provide protection for the individual self. By concealing the "real" self and any socially undesirable feelings and wants, the ego-defensive function protects the individual from threats. The functional theory of attitudes proposes it as one of the functions of attitudes. The adjustments function, the ego defence function, the value expressive function, and the knowledge function are all four key functions that attitudes perform for the individual. In the end, these roles assist people's desire to defend and improve their public image. These functions, in a broader sense, are the motivational grounds that shape and reinforce positive attitudes toward goal objects that are viewed as need-satisfying and/or negative attitudes about other objects that are perceived as punishing or threatening. For example, one method children could fight themselves against feelings of humiliation they've felt in P.E. classes is to develop a strong negative attitude against all sports.

2. Do humorous ads work? If so, under what conditions? Should a marketer ever try to arouse fear to persuade customers? (12m) The fear appeal is one of about twenty advertising methods used by marketers to persuade people to buy a product, pay for a service, donate to a cause, or do something else. The Fear Appeal persuades people to believe that if they buy or don't buy a given goods, they are taking a risk. As a result, a marketer should utilize threatening advertising to persuade clients, such as ads depicting the face of someone with tooth decay; as a result, buyers will begin to purchase dental care goods. These advertisements are not always successful, for example, even when graphics of the hazards of smoking are exhibited, many smokers continue to smoke cigarettes because they are not misled by the fear....