Power of Attitudes -Functional Theory

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Question Description

The Power of Attitudes Mini-Research Paper

An attitude is a universal, enduring, general assessment of people (including one’s self), objects, issues, or actions (Boone & Kurtz, 2016; Hoyer, MacInnis, & Pieters, 2018). From this week’s material, we learned that attitudes are related to emotions, cognition, and behavior. An old school of thought, noted in ‘the functional theory of attitudes’, outlined the importance of motivational concerns for marketing (Schlosser,1998; Shavitt, 1989).

Based on your research, discussions, the articles by Schlosser (1998) and Shavitt (1989), and readings in your text, for this mini-research paper, please discuss:

  1. What are the key aspects of attitudes?
  2. Does the Learning Theory effect consumer attitudes? If so, how?
  3. Is ‘The Functional Theory of Attitudes’ still applicable in today’s environment?
  4. Describe the factors that might influence consumers’ perceptions based on characteristics of the exposure effect, the message, the context and the theory.


  • Please use *APA Style & format. This paper and should be 3-5 pages (not including Title and Reference pages). Avoid using 1st person style writing – especially since this is a scholarly paper. Instead of using I, substitute with this author or avoid using a specific reference. For instance, Starbucks coffee tastes great; instead of “I think Starbucks coffee is great.”
  • Use an Introduction and Conclusion discussing the Power of Attitudes.
  • Provide 2-3 paragraphs per topic.
  • Justify your alternatives, details, and statements. Provide a minimum of 3 peer-reviewed sources including academic journals and scholarly periodicals rather than books (including textbooks), websites, and blogs.

Tutor Answer

School: UIUC

Kindly look at the files below. The files contain complete work of your assignment. Let me know if you need any clarification.


Power of Attitudes-Functional Theory
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The Power of Attitudes Mini-Research Paper
Attitudes define how people generally assess objects, issues and how they act towards
such matters. It merely expresses how much people likes and dislikes, therefore, a clear
representation of how we evaluate, prefer and rejection whatever information we receive. These
ways of thinking to shape our relationship to the world and at our workplaces. Researchers
indicate that several aspects make up attitudes.
Aspects of attitudes
Cognitive, behavioral and affective components make up the elements of attitudes. The
cognitive aspect refers to the beliefs, attributes and our thoughts about a given object. This forms
the view or the opinion part of one's attitude concerning the knowledge of a person. The
cognitive aspect shapes the general or stereotypic perceptions that people make such as, “babies
are beautiful”.
The effective aspect represents people’s emotions and feelings as a result of statements
made towards them. It gives birth to emotions and feelings that can make someone hate or love
something. For instance, one can say, “I love babies because they are beautiful”. The behavioral
aspect is a representation of an individual's tendency to act in a certain way towards a specific
object. It reflects the long run as well as the short-run intention of individuals.
Effects of learning theory to consumer attitudes
Throughout a consumer’s life, he/she gets the experience of using specific a product or a
service. Such experiences determine the consumer's future actions about what he/she learned
about the product or service. Through this, the consumer can decide to use the product or service



again or entirely avoid it depending on the impact it had on him/her. There are two types of
learning theories that consumer experiences: the behavioral theory and the cognitive theory of
The behavioral learning theory focuses entirely on the stimulus that an individual is
exposed to and the subsequent behavior. Under the behavioral learning theory, there is a
classical theory and instrumental theory. Classical behavioral learning theory states that when
you closely link two stimuli, they produce a specified learning result. Therefore even if one of
the stimuli is removed from the scenario, the remaining stimuli produce similar resultant
behavior. The instrumental behavioral learning the...

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