Sheeps Milk

Attitude Change

Functional Approach

The functional approach states that attititudes can be classified into 4 different functions:

• 1) The Utilitarian function- People hold brand value partly due to brand utility. What is its function

• 2) The Ego-Defensive function-Want to replace uncertainty with a sense of security and personal confidence

• 3) The Value-Expressive function- Attitudes are an expression or reflection of a consumers general values, lifestyle and outlook

• 4) The Knowledge function- Individuals generally have a strong need to know and understand the people and things they encounter

New Sheep Milk Advertisement• The ad incorporates the utilitarian function by communicating that

it makes superior yogourt than regular milk because of its chemical makeup. It also tastes sweeter and is better for you.

• The Value-expressive function is used to target the health conscious market segment. Indicating that it is a healthy choice and putting the picture of the yogourt and indicating the health benefits should attract a health conscious consumer

• The knowledge function is used to compare the all of the benefits of sheep milk to cows milk. The paragraph located at the bottom of the ad explains the nutritional benefits and attempts to clearly define why sheep milk is the better product.