ATTITUDE SCENARIO
Consider a consumer who is contemplating an new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, 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:

-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 price than the price for the Ford Taurus.
D) This consumer has a more favorable attitude toward Honda Accord.
E) This consumer has a more favorable attitude toward Ford Taurus.

Question

ATTITUDE SCENARIO
Consider a consumer who is contemplating an new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, 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:
 
-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 price than the price for the Ford Taurus. 
D) This consumer has a more favorable attitude toward Honda Accord. 
E) This consumer has a more favorable attitude toward Ford Taurus.

Quizplus · Accepted Answer

The model indicates that the consumer has higher evaluative ratings (e) for gas mileage, warranty, and styling, which are all attributes that the Honda Accord is believed to perform better on compared to the Ford Taurus. Therefore, the consumer's beliefs suggest that she has a more favorable attitude toward the Honda Accord.

ATTITUDE SCENARIO Consider a Consumer Who Is Contemplating an New Automobile Purchase