Power of Attitudes -Functional Theory

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The Power of Attitudes Mini-Research Paper

An attitude is a universal, enduring, general assessment of people (including one’s self), objects, issues, or actions (Boone & Kurtz, 2016; Hoyer, MacInnis, & Pieters, 2018). From this week’s material, we learned that attitudes are related to emotions, cognition, and behavior. An old school of thought, noted in ‘the functional theory of attitudes’, outlined the importance of motivational concerns for marketing (Schlosser,1998; Shavitt, 1989).

Based on your research, discussions, the articles by Schlosser (1998) and Shavitt (1989), and readings in your text, for this mini-research paper, please discuss:

  1. What are the key aspects of attitudes?
  2. Does the Learning Theory effect consumer attitudes? If so, how?
  3. Is ‘The Functional Theory of Attitudes’ still applicable in today’s environment?
  4. Describe the factors that might influence consumers’ perceptions based on characteristics of the exposure effect, the message, the context and the theory.


  • Please use *APA Style & format. This paper and should be 3-5 pages (not including Title and Reference pages). Avoid using 1st person style writing – especially since this is a scholarly paper. Instead of using I, substitute with this author or avoid using a specific reference. For instance, Starbucks coffee tastes great; instead of “I think Starbucks coffee is great.”
  • Use an Introduction and Conclusion discussing the Power of Attitudes.
  • Provide 2-3 paragraphs per topic.
  • Justify your alternatives, details, and statements. Provide a minimum of 3 peer-reviewed sources including academic journals and scholarly periodicals rather than books (including textbooks), websites, and blogs.

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