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 HDTV 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 of the three brands performed on those attributes. Because Meghan is a marketing professor, she actually calculated a score for each brand that represents her attitude toward that specific brand. Which approach is Meghan applying?

Question

Quizplus · Accepted Answer

Meghan is using the attitude-toward-the-object (ATO) model, which involves evaluating multiple attributes of an object and calculating a score based on the importance of each attribute.

Meghan Is Deciding Among Three Different Brands of Televisions to Purchase