In the attitude-toward-the-object (ATO) model, the belief ratings do not vary across the brands under consideration, while the evaluation ratings do.

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In the ATO model, both belief ratings about how well each brand performs on various attributes and the evaluation ratings of the importance of these attributes can vary across brands. The model suggests that consumers form attitudes toward brands based on their beliefs about the brand's attributes and their evaluations of how important those attributes are.

In the Attitude-Toward-The-Object (ATO) Model, the Belief Ratings Do Not