Microsoft wants to measure public attitudes toward the default media-playing software included in its Windows operating system. Which of the following types of multiattribute attitude models would be most appropriate for Microsoft to use?
A) theory of reasoned action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model

Question

Quizplus · Accepted Answer

The attitude-toward-object model is most appropriate for measuring public attitudes toward a specific object, in this case, the default media-playing software included in Microsoft's Windows operating system. This model assesses attitudes based on beliefs about the object's attributes and the evaluation of those attributes.

Microsoft Wants to Measure Public Attitudes Toward the Default Media-Playing