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Attitudes and the Functional Theory
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Chapter 5: Attitudes and the Functional Theory
By: Madeline Dzurko
Comm2367-Dickinson
Functional Theory
The Functional Theory suggests that persuasion is best when it targets the reason the target holds their attitude.
Functions of Attitudes
-Knowledge: Make sense of the world
-Utilitarian: How to get rewards and avoid punishment
-Social Adjustive: "Adjust" to peers to be accepted
-Social Identity:Hold attitudes to communicate who they are/ who the aspire to be
-Value Expressive: Express core values and cherished beliefs
-Ego-Defensive: Defnese against unpleasant emotions they do not want to consciously admit to
Taking a look at two specific functions
Value-Expressive Function
How this video demonstrates the Value-Expressive Function:
Values such as:
- not investing in other countries wars/ problems
-Belief in the body of the Constitution
Value-Expressive Function
Ron Paul -Presidential Election 2012
(Strong Libertarian-believes
in the less government intervention)
Social Identity
Social Identity
-Dancing
-What they are wearing
-"looking cool"
American Eagle "Feel the Music: American Eagle Outfitters Spring Break 2013" Commercial