Functional Theory Of Attitudes Research Articles

Is the Internet More Effective Than Traditional Media? Factors Affecting the Choice of Media

ABSTRACT This study seeks to compare the differences in media characteristics between the internet and traditional media, then determine product characteristics that are the most influential in the choice of internet advertising, and, finally, identify product-related factors responsible for media use. Using conceptual frames based on Katz9s (1960) functional attitude theory and the FOB Grid, this study attempts to link salient product characteristics to media choice and use for four product categories: automobiles, luxury watches, shampoos, and fast food. The results suggest that internet advertising is better suited for highly involved as well as rationally oriented consumers and that the internet should be recognized as an important media alternative in view of its preference and effectiveness of advertising execution.

What Makes the Internet a Choice of Advertising Medium?

Using conceptual frameworks based on Katz's (1960) functional attitude theory and FCB Grid, this study attempts to link salient product characteristics to media choice and utilization in four product categories: automobiles, luxury watches, shampoos and fast food. The results suggest that the Internet is a medium well suited to highly involved as well as rationally oriented consumers and that the Internet should be recognized as an important alternative in view of its preference and effectiveness in advertising.

The effects of perceived consumer characteristics on the choice and use of Internet ads

This study aims to accomplish two major research objectives: to discover the major motives for using Internet ads in conjunction with traditional media, and to determine consumer characteristics affecting the choice of media. Using conceptual frameworks based on Katz's functional attitude theory and the FCB grid, this study attempts to link salient consumer characteristics to media choice and use in four product categories: automobiles, luxury watches, shampoos and fast food. The results suggest that the Internet is better suited for highly involved and rationally oriented consumers, and that it is used more for high-involvement products than for the low-involvement ones. However, TV remains the most used advertising medium for all product categories studied in this paper.

Applying the Functional Theory of Attitudes to Understanding the Influence of Store Atmosphere on Store Inferences

Past research suggests that store atmosphere affects merchandise quality inferences, in turn affecting store image. Yet, lighting, music, and other atmospheric features also serve a social identity function (i.e., a social role). According to the functional theory of attitudes, appeals are most persuasive when they address the motives underlying the attitude targeted for change. If store atmosphere acts as a social identity appeal, then an aesthetically pleasing atmosphere should positively influence quality perceptions of social identity products (i.e., socially communicative products) but not utilitarian products (i.e., intrinsically rewarding products). To test this, two experiments were conducted that differed in the type of social and utilitarian products under evaluation and the degree of store information provided. The results of both studies indicated that store atmosphere influenced perceptions of social identity products but had little effect on perceptions of utilitarian products. Furthermore, store atmosphere elicited different shopping motives and purchasing intentions. In addition to contributing to the understanding of how store atmosphere affects store inferences, this article extends previous research and theory on attitude functions by suggesting that situations can elicit motives as well as serve as subtle, product‐nonspecific appeals, selectively affecting judgments of products that are consistent (rather than inconsistent) with the situational appeal's function.

Value Expressive versus Utilitarian Appeals: A Reply to Shavitt

Abstract The 1992 article by Shavitt serves JA readers by alerting students of advertising to elements of the model of value-expressive versus utilitarian routes to persuasion. Shavitt (1992) does a good job of showing how research in a different theoretical stream (functional theory of attitudes) can contribute to the self-concept stream of research in advertising and consumer behavior.

The Effectiveness of Cover-Letter Appeals

Summary Two studies examined the impact of cover-letter appeals based on functional theory of attitudes. Return rates for questionnaires mailed to college students were lower for a value expression and higher for a utility appeal. Combination of a knowledge and utility appeal produced return rates reflecting the importance of the knowledge function for subgroups of respondents.

Female Stereotypes in the United States and Turkey

The functional theory of attitudes was applied to the problem of interpersonal perception and stereotyping in power relationships to predict the content of stereotypes of subordinated groups. An examination of stereotypes of women in the United States and Turkey tested the following three hypotheses: (1) Both American and Turkish males will attribute the predicted stereotyped traits more to women than to men, (2) Turks will perceive greater differences between the sexes than will Americans, (3) Turkish males and females will agree more closely on the characteristics of women than will American males and females. The first two hypotheses were supported, while the third was rejected. A time-lag model of ideological change was suggested to explain the failure to support the third hypothesis.

Misrecall of Pre-Manipulation Opinion: Repression or Recency Effect?

The misrecall of pre-manipulation opinion is a phenomenon subject to either an explanation based on motivational defensive repression or one of non-motivational self-attribution. A before-after study of persuasive communication was conducted in which all participants completed measures of defensiveness, repression, and self-racing of independence. On the basis of an hypothesis of defensive repression it was predicted that opinion changers who mistakenly report their prior opinion as close to or identical with their final opinion would score significantly higher on measures of defensiveness and repression and would rate themselves as more independent than opinion changers who correctly recall their initial opinion. None of these predicted differences occurred. The results constitute an operational disconfirmation of the defensive repression hypothesis. However, a conceptual disconfirmation of the hypothesis may require a more precise formulation of the “self-esteem theory” set of ideas from which the present hypothesis of defensive repression was derived. It is suggested that the attempt to develop such a formulation and attempts to answer the general question of the importance of ego-defensiveness might appropriately be launched from the perspective of functional theories of attitudes and belief systems.

The Effects of a Campus Building Occupation on Attitudes and Images of the Conflict1

Surveys were conducted before and after radical students occupied a campus building at Princeton University. The occupation led to reduced support for the radicals' demands and increased support for their militant action. The increased support for the militant action occurred even though no police were used. The results were interpreted in terms of a functional theory of attitudes. It was suggested that support for the demands or actions of the radicals was necessary in order to permit many students to appear radical. A second aspect of the study examined the mirror image hypothesis. Strong support for this hypothesis was obtained when it was found that the administration and the radicals appeared as direct opposites. This effect, however, was almost entirely confined to those students who strongly supported the radicals or the administration. Those who took a moderate view did not see the two parties as direct opposites.