"Changing the basic motivational function: As has been discussed above, brands perform four basic functions, viz., the utilitarian function, the ego-defensive function, the value-expressive function, and the knowledge function. Consumers form attitudes regarding a product /brand based on any one or few of such functions. A marketer could change consumer attitudes by laying emphasis on a function that has not been associated earlier with the product and/or brand. In other words, it implies that the marketer makes new needs prominent, and shows to the consumers that it can serve a function that has not been considered earlier. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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