Functional approaches (2 of 2)


9. (a) Explain how objects can differ in the degree to which they accommodate multiple attitude functions. Give examples of “multifunctional” attitude objects. (b) For what sorts of objects will self-monitoring differences play a larger role in determining the relative effectiveness of image-oriented and product-quality-oriented appeals? Explain. Identify circumstances under which a persuader will not need to know the audience’s level of self-monitoring.