1. utilitarian function
2. value-expressive function
3. ego-defensive function
4. knowledge function

consumer's values or self-concept

(what sort of a man reads "playboy")

formed to protect a person from external threats, or internal feelings

(products that make a man feel more "masculine" prey on insecurities about masculinity)

which comes first?:

knowing, feeling, or doing....differing order creates three different hierarchies

think-->feel-->do

assumes a person approaches a product decision as a problem-solving process

Do-->Feel-->Think

consumer doesn't initially have strong preference, after purchase then evaluates product

Feel-->Think-->Do

according to experiential hierarchy, we act on the basis of our emotional reactions

lowest level of involvement, we form an attitude because it helps us avoid pain or gain reward.

very superficial

high level of involvement:

deep-seated attitudes become part of our value system

model used to understand attitudes, 

assumes that consumer's attitude toward an attitude object depends on the beliefs she has about several of its attributes

1. attributes: characteristics of attitude object
2. beliefs: cognitions about specific attitude object
3. importance weights: relative priority of an attribute to the consumer

1. salient beliefs people have about Ao
2. object-attribute linkages, or probability that a particular object has an important attribute
3. evaluation of each of the important attributes

1. reciprocity
2. scarcity
3. authority
4. consistency
5. liking
6. consensus

1. emotional vs rational
2. sex appeals
3. humorous appeals
4. fear appeals