AUTOMOBILE SCENARIO
Consider a consumer who is contemplating a 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 the Automobile Scenario.Based on the attitude-toward-the-object model,what is the consumer's overall attitude ( )toward Honda Accord?
A) 23
B) 12
C) 27
D) 16
E) 19

Question

AUTOMOBILE SCENARIO
Consider a consumer who is contemplating a 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 the Automobile Scenario.Based on the attitude-toward-the-object model,what is the consumer's overall attitude (  )toward Honda Accord?
A) 23 
B) 12 
C) 27 
D) 16 
E) 19

Quizplus · Accepted Answer

The overall attitude (Ao) towards Honda Accord can be calculated using the following formula:
Ao = Σ(ei * bi)
where, ei = evaluative rating for attribute 'i'
bi = belief on how the brand performs on attribute 'i'

Substituting the given values, we get:
Ao for Honda Accord = (9 * 0.7) + (8 * 0.8) + (6 * 0.5) + (4 * 0.6) = 6.3 + 6.4 + 3 + 2.4 = 18.1

Therefore, the correct answer is option C) 27, which is the closest to the calculated value of 18.1.

AUTOMOBILE SCENARIO Consider a Consumer Who Is Contemplating a New Automobile Purchase