Scenario 5-2
Bayer Women's Aspirin Plus Calcium pitches protection against two threats to women's health: heart disease (the leading cause of death for women) and osteoporosis (the fragile bone disease that targets four times as many women as men). The weapon against heart disease is 81 mg of aspirin; to target osteoporosis, the pill packs 300 milligrams of calcium.
It's the aspirin that could pose a problem for people who don't need it, who use it without consulting a doctor or who are at elevated risk of complications or side effects from it.
Recommendations issued by the U.S. Preventive Services Task Force advise low-dose aspirin therapy for, among other groups, post-menopausal women and those who smoke or have diabetes, elevated blood cholesterol levels or high blood pressure.
(Francesca Lunzer Kritz, "Aspirin for women raises some questions," Washington Post, February 12, 2002) http://www.post-gazette.com/healthscience/20020212hbayer0212p6.asp
-(Scenario 5-2) If the makers of Aspirin Regimen Bayer with Calcium wanted to ascertain whether the belief that their product contained calcium was a salient belief, they might run a MAAM analysis. The fundamental component of the analysis that would provide them with the most insight on the salience of the belief would be

Question

Quizplus · Accepted Answer

To determine the salience of the belief that the product contains calcium, the makers of Aspirin Regimen Bayer with Calcium should use the MAAM analysis, which is a method that identifies the most important attributes of a product for consumers. The fundamental component of the analysis that would provide the most insight on the salience of the belief is consumers' importance weights, as this component measures how important each attribute is to consumers when making a purchasing decision. By analyzing the importance weights of the calcium attribute, the makers of the product can determine if it is a salient belief among their target consumers. Sales figures or consideration sets wouldn't provide much insight on the salience of the belief, and while consumers' evaluative criteria could be relevant, it wouldn't give as much insight as importance weights in this case.

Scenario 5-2 Bayer Women's Aspirin Plus Calcium Pitches Protection Against Two Threats