JUC BUS 333/334 Assignment 3: Motivational Functions of Attitudes

This report, prepared for a Business Administration course at Jubail University College, examines the four motivational functions of attitudes: utilitarian, ego-defensive, value-expression, and knowledge functions. It analyzes how these functions influence consumer behavior and are utilized in advertising strategies. The report provides examples such as the Wonderchef nutritious blend for the utilitarian function, Axe brand for the ego-defensive function, Rolex watch for the value-expression function, and Bournvita for the knowledge function. The assignment also distinguishes between ads designed to reinforce existing attitudes and those aimed at changing them, emphasizing the role of product benefits, self-concept, values, and brand advantages in influencing consumer decisions. The report is designed to fulfill the requirements of BUS 333/334, assignment 3, focusing on advertising examples that illustrate each function and support the consumer's needs and desires.

Consumer behavior
Name of the Student

Utilitarian function
In the past, we look nice to a company, whether it
has been beneficial or has benefitted us. One way of
shifting perceptions towards a product is to
demonstrate that it may fulfill a specific purpose,
which it might not have considered. One of the best
examples will be the nutritious blend of Wonderchef
that flown the shelves with appropriate marketing
strategies. -- household had a mixing machine
already, before a nutrient blend came on the
market, promising that it would be the 4 in 1 option.
It provides a modern, user- and thriving need which
captures the market.

Ego- defensive function
Much as its name reflects on how many people
want to shield their pictures from inner feelings,
so they want to remove the illusion of security
and personal trust. The role of self-defense gives
trust in the customer's definition. Good designs
that have become a form of advertisement
fragrance itself. Another such thing will be the
brand Axe, in which a guy with a bad smell
takes a perfume and the girls and angels come
down from heaven to meet him. This shows the
ego of any guy who considers a girl difficult.

Value expression Function
While ego protective attitudes have been developed to
protect the self-image of an individual, value
expressions allow a person's core values to be
expressed.
Core values aim at classifying us and collectively telling
us who we are and help. While needs and the
development of needs are one form of advertising and
of positioning the product in the lives of customers,
another approach is to add value for a lifetime that
already covers the necessities. The Hierarchical Model
of Maslow notes that calculation needs to be accounted
for after the bases and securities have been secured.

The example of which is a Rolex watch, Rolex
itself stipulates a crown for all success. The
word crown only refers to kings and queens,
and you are no less than a king or queen if
you wear a crown with your achievement, i. e.
a Rolex watch.
Also, high end brands usually make perfumes
that cost a lot loss than their other products
so that you own a small part of the brand
even if you can not afford their actual
product.

Knowledge function
We can predict his behavior by understanding
an individual's attitude. The knowledge position
is prevalent among those who organize and
manage the attitude or opinions of their goods
or services. A marketer can use empirical
analysis and real-world statistics in the message
strategy to change the consumer's knowledge-
based behavior. Wave approaches for
knowledge-based audiences and irrelevant
approaches are unsuccessful. Bournvita, powder
for children's milk, is one such example.