ATTITUDE SCENARIO
Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either a model from Philips or Braun. She rates them on their price, energy consumption, and design. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
$$\begin{array} { | c | c | c | c| }
\hline & & \text { Philips Model A } & \text { Graun Madel K } \
\hline \text { Attribute } & e & \boldsymbol { b } & \boldsymbol { b } \
\hline \text { Low Price } & 3 & \mathbf { 8 } & \mathbf { 8 } \
\hline \text { Enerpy Consumptin } & 2 & 5 & \mathbf { 9 } \
\hline \text { Desipm } & 2 & \mathbf { 8 } & 9 \
\hline
\end{array}$$
-Refer to the Attitude Scenario.Based on the attitude-toward-the-object model,what is Serena's overall attitude (A?)toward Braun Model B?

Question

ATTITUDE SCENARIO
Serena wants to buy a new hair dryer. She surfs the Internet and finally considers buying either a model from Philips or Braun. She rates them on their price, energy consumption, and design. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
 $$\begin{array} { | c | c | c | c| } 
\hline & & \text { Philips Model A } & \text { Graun Madel K } \
\hline \text { Attribute } & e & \boldsymbol { b } & \boldsymbol { b } \
\hline \text { Low Price } & 3 & \mathbf { 8 } & \mathbf { 8 } \
\hline \text { Enerpy Consumptin } & 2 & 5 & \mathbf { 9 } \
\hline \text { Desipm } & 2 & \mathbf { 8 } & 9 \
\hline
\end{array}$$
-Refer to the Attitude Scenario.Based on the attitude-toward-the-object model,what is Serena's overall attitude (A?)toward Braun Model B?

Quizplus · Accepted Answer

Using the attitude-toward-the-object model, we can calculate the overall attitude (A₀) by summing the product of each attribute's evaluative rating and the belief score for each brand on that attribute.

For Braun Model B:

A₀ = (3 x 8) + (2 x 9) + (2 x 9) = 24 + 18 + 18 = 60

For Philips Model A:

A₀ = (3 x 8) + (2 x 5) + (2 x 8) = 24 + 10 + 16 = 50

Therefore, Serena's overall attitude toward Braun Model B is 60 and toward Philips Model A is 50.

Since Braun Model B has a higher overall attitude score, it is the best choice for Serena.

ATTITUDE SCENARIO Serena Wants to Buy a New Hair Dryer

ATTITUDE SCENARIO
Serena Wants to Buy a New Hair Dryer