Meghan is deciding among three different brands of televisions to purchase. She's identified four attributes that are important to her: price, warranty, number of HDMI inputs, and picture quality. Picture quality and price are the most important attributes to her, followed by HDMI inputs and warranty. She then rated how she thought each if the three brands performed on those attributes. Since Meghan is a marketing professor, she actually calculated a score for each brand that represents her attitude toward that specific brand. Which model is Meghan applying to determine her attitude toward each brand?

Question

Quizplus · Accepted Answer

Meghan is using the attitude-toward-the-object (ATO) model, which involves evaluating brands based on multiple attributes and calculating a score to represent her attitude toward each brand.

Meghan Is Deciding Among Three Different Brands of Televisions to Purchase