Fred is trying to understand why his customers feel the way they do about the speakers he sells. He first identifies what speaker attributes are important to his customers, and then analyzes the extent to which his customers believe his speakers contain those attributes. Finally, he identifies the relative importance of each attribute. Fred is utilizing a multi-attribute attitude model.

Question

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Fred is using a multi-attribute attitude model because he is identifying important attributes of his speakers, analyzing how well his customers believe his speakers match these attributes, and determining the importance of each attribute, which aligns with how multi-attribute models assess attitudes towards a product or service.

Fred Is Trying to Understand Why His Customers Feel the Way