Role Of Attitude Function
Role of attitude function is a key concept in marketing that addresses the attitudes of the prospective buyer. Knowledge function (relates to assisting the attitude holder in organizing and interpreting sets of information.
Example: "I like foreign cars because they are better than domestic."). Self-identity function (attitude holder's expression of some core or central value, example: "I'm not the kind of person that would drive a domestic car."). Self-esteem function (self-esteem maintenance or attitude holder, example: "A BMW is classy, not many people can afford one like me.") The most persuasive messages relate to the appropriate attitude function - for example, a luxury car brand wouldn't use saving money by getting good gas mileage as a selling point