Attitude Knowledge Function Of Attitudes
Knowledge function of attitudes
Daniel Katz (1960) outlined 4 functions of attitudes one of them being ‘knowledge’
Definition 1 “Knowledge function: Attitudes organize and structure one’s environment.
Attitudes provide a sense of understanding and consistency.” (Katz, 1960 in Table 1:
Shavitt, 1989)
Definition 2 “Knowledge {function of attitude} - Attitudes provide meaning
(knowledge) for life. The knowledge function refers to our need for a world which is consistent and relatively stable. This allows us to predict what is likely to happen, and so gives us a sense of control. Attitudes can help us organize and structure our experience. Knowing a person’s attitude helps us predict their behavior.” (McLeod,
2009)
Reference Article:
Products, Personalities and Situations in Attitude Functions: Implications For Consumer
Behavior (Shavitt, 1989)
IBM‘s CityOne
•
•
Business simulation game launched in 2010
Aims to develop a more sustainable “smart city” and bring about solutions that can be applied to real-world scenarios.
• Spreads knowledge through educating players on solving complex business problems, sharing best practice and encouraging innovation.
Educating consumers on the IBM brand and its efforts to produce innovative market solutions can cause consumers to view IBM’s products more positively.
This then increases the likelihood of consumers choosing IBM in the future.
https://www.youtube.com/watch?v=-Hj-uK5Teck http://www-01.ibm.com/software/solutions/soa/innov8/ci tyone
/
Expedia “only 1 seat left“
All airlines and flight booking pages like expedia.com, around the world, lure customers into faster decision making by showing a warning along the lines of “only 1 seat left at this price”. This leads to consumers making hot seat decisions because they feel they lack time. The decision is then based on the knowledge function of their attitude and on previous knowledge gathered.
(Expedia.com.au, 07.10.2014 15:40)
(quantas.com.au, 07.10.2014 15:55)
Daniel Katz (1960) outlined 4 functions of attitudes one of them being ‘knowledge’
Definition 1 “Knowledge function: Attitudes organize and structure one’s environment.
Attitudes provide a sense of understanding and consistency.” (Katz, 1960 in Table 1:
Shavitt, 1989)
Definition 2 “Knowledge {function of attitude} - Attitudes provide meaning
(knowledge) for life. The knowledge function refers to our need for a world which is consistent and relatively stable. This allows us to predict what is likely to happen, and so gives us a sense of control. Attitudes can help us organize and structure our experience. Knowing a person’s attitude helps us predict their behavior.” (McLeod,
2009)
Reference Article:
Products, Personalities and Situations in Attitude Functions: Implications For Consumer
Behavior (Shavitt, 1989)
IBM‘s CityOne
•
•
Business simulation game launched in 2010
Aims to develop a more sustainable “smart city” and bring about solutions that can be applied to real-world scenarios.
• Spreads knowledge through educating players on solving complex business problems, sharing best practice and encouraging innovation.
Educating consumers on the IBM brand and its efforts to produce innovative market solutions can cause consumers to view IBM’s products more positively.
This then increases the likelihood of consumers choosing IBM in the future.
https://www.youtube.com/watch?v=-Hj-uK5Teck http://www-01.ibm.com/software/solutions/soa/innov8/ci tyone
/
Expedia “only 1 seat left“
All airlines and flight booking pages like expedia.com, around the world, lure customers into faster decision making by showing a warning along the lines of “only 1 seat left at this price”. This leads to consumers making hot seat decisions because they feel they lack time. The decision is then based on the knowledge function of their attitude and on previous knowledge gathered.
(Expedia.com.au, 07.10.2014 15:40)
(quantas.com.au, 07.10.2014 15:55)