Attitude Scenario
Consider a consumer who is contemplating a new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified fuel efficiency, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
$\begin{array}{lccc}
& & \text { Honda Accord } & \text { Ford Taur } \
\text { Attribute } & e & b & b \
\text { Fuel Efficiency } & 2 & 6 & 4 \
\text { Low Price } & 3 & -2 & 2 \
\text { Warranty } & 1 & 1 & 3 \
\text { Styling } & 1 & 10 & -5
\end{array}$
-Refer to Attitude Scenario. What can this model tell marketers regarding this consumer?
A) Low price is the least important attribute for this consumer.
B) This consumer believes that Honda Accord has a better warranty than Ford Taurus.
C) This consumer believes the price for the Honda Accord is lower than the price for the Ford Taurus.
D) This consumer has a more favourable attitude toward Honda Accord.

Question

Attitude Scenario
Consider a consumer who is contemplating a new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified fuel efficiency, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
 $\begin{array}{lccc} 
& & \text { Honda Accord } & \text { Ford Taur } \
\text { Attribute } & e & b & b \
\text { Fuel Efficiency } & 2 & 6 & 4 \
\text { Low Price } & 3 & -2 & 2 \
\text { Warranty } & 1 & 1 & 3 \
\text { Styling } & 1 & 10 & -5
\end{array}$
-Refer to Attitude Scenario. What can this model tell marketers regarding this consumer?
A) Low price is the least important attribute for this consumer.
B) This consumer believes that Honda Accord has a better warranty than Ford Taurus.
C) This consumer believes the price for the Honda Accord is lower than the price for the Ford Taurus.
D) This consumer has a more favourable attitude toward Honda Accord.

Quizplus · Accepted Answer

According to the model, the consumer has a more favourable attitude towards Honda Accord, as the brand has higher evaluative ratings on two of the important attributes (fuel efficiency and styling) compared to Ford Taurus. The model does not provide any information about low price being the least important attribute, and in fact, the consumer has rated low price as an important attribute. The model also does not provide specific information about the price of each brand, only the consumer's belief about their performance on the attribute. Additionally, while the consumer believes that Honda Accord has a better warranty than Ford Taurus, this does not necessarily mean that warranty is the most important attribute for the consumer.

Attitude Scenario Consider a Consumer Who Is Contemplating a New

Attitude Scenario
Consider a Consumer Who Is Contemplating a New