Michael R. Solomon《消费者行为学第6版 Consumer Behavior - Buying, Having, and Being (Sixth Edition)》原版讲义07.docVIP

C H A P T E R 7 C H A P T E R 7 ATTITUDES ATTITUDES Chapter SUMMARY One of the most interesting studies in consumer behavior is the study of attitudes. An attitude is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. These evaluations can be positive or negative. A functional theory of attitudes (developed by Daniel Katz) indicates that attitudes have the following functions: utilitarian, value-expressive, ego-defensive, and knowledge. Attitudes also relate to a person’s relationship to his or her social environment. Most researchers agree that