For over forty years, Southwest Airlines has remained true to its goal of being a low-cost carrier that provides excellent customer service.

For over forty years, Southwest Airlines has remained true to its goal of being a low-cost carrier that provides excellent customer service.A large part of the Southwest culture is its fun-loving employees, who enjoy working at Southwest, and encourage customers to enjoy their flying experiences as well. The airline ensures that every aspect of the customer's flying experience is the best it can be by gathering in-depth qualitative and quantitative research about its services and working to improve based on customer feedback.

Please answer the following questions: 

1. Explain how Southwest's marketing message performs each of the four functions of consumer attitude.

2. Explain Southwest's strategy and positioning in the context of social judgment theory.