Doctoral Dissertations

Uday S. Tate

Date of Award

6-1983

Degree Type

Dissertation

Major Professor

Robert B. Woodruff

Committee Members

John W. Philpot, David J. Barnaby, Roger L. Jenkins

Abstract

The objective of this research was to provide further insights into the motivational structures of attitude within the context of the functional theory. The theory proposes that attitudes exist because they serve some function for the individual. Basically the functions are related to various underlying motives of the individual. The study focused on the operationalization and validation of the expectancy-value measures of the four functions of attitude. The literature re view indicated that the existing multi-attribute models in marketing are inadequately conceptualized to the extent that the focus is almost entirely on product-specific attributes while paying scant attention to such motives as expression of self-image, need for novelty, etc. It is hoped that the proposed expectancy-value model of the functional theory of attitude will help buyer behavioralists understand the motivational basis of attitude formation and attitude change by extending the traditional concept of product-specific attributes to intangible, person-related attributes, thus providing a new research direction to further explore and improve the attitude-behavior relationship in the buyer behavior context.

A cross-sectional survey design was used to collect data from a sample of 200 tennis players. The sample was derived from a list of tennis-club members in Wilmington, North Carolina. Data were generated from responses to a 10-page mail questionnaire. The survey resulted in a usable sample of 98 (49 percent). A set of select attitudinal and behavioral measures with respect to the focal act of playing tennis was obtained.

The present research examined the construct validity of the expectancy-value measures of the four functions of attitude using causal modeling methodology. Several key hypotheses with respect to the internal consistency, convergent, discriminant, concurrent, predictive, and nomological validities were tested using the LISREL IV computer program. The findings indicated a limited degree of construct validity of the utilitarian, value-expressive, and knowledge functions. On the other hand, the measures of ego-defensive function did not achieve construct validity at all. The measures of the global attitude toward the focal act performed moderately well in terms of their internal consistency, convergent validity, and concurrent validity.

From the results, it was concluded that the expectancy-value principles may provide a useful approach to operationalize the utilitarian, value-expressive, and knowledge functions to a limited degree. However, the operationalization of ego-defensive function is still problematic. Finally, several implications for future research directions were suggested.

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