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. According to the attitude-toward-the-object approach to attitude change, if Honda publicized the fact that the Accord is offered as a hybrid model that is cleaner for the environment, by which means is Honda attempting to increase this consumer's attitude toward its brand?
A) by changing beliefs
B) by adding beliefs about new attributes
C) by changing evaluations
D) by changing schema-based affect

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. According to the attitude-toward-the-object approach to attitude change, if Honda publicized the fact that the Accord is offered as a hybrid model that is cleaner for the environment, by which means is Honda attempting to increase this consumer's attitude toward its brand?
A) by changing beliefs
B) by adding beliefs about new attributes
C) by changing evaluations
D) by changing schema-based affect

Quizplus · Accepted Answer

Honda is attempting to add a new attribute (cleaner for the environment) to the consumer's beliefs about the Accord, which may increase her overall positive attitude toward the brand. This is an example of the attitude-toward-the-object approach to attitude change, where marketers attempt to influence consumers' beliefs and evaluations of a brand in order to change their overall attitude toward the brand.

Attitude Scenario Consider a Consumer Who Is Contemplating a New

Attitude Scenario
Consider a Consumer Who Is Contemplating a New