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.Which of the following is true of the customer's overall attitude following the implementation of the attitude-toward-the-object model?
A) The customer has a more favorable attitude toward Ford Taurus.
B) The customer has a negative attitude toward Honda Accord.
C) The customer has no significant attitude toward any model.
D) The customer has a more favorable attitude toward Honda Accord.
E) The customer has the same overall attitude toward both Ford Taurus and Honda Accord.

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.Which of the following is true of the customer's overall attitude following the implementation of the attitude-toward-the-object model?
A) The customer has a more favorable attitude toward Ford Taurus. 
B) The customer has a negative attitude toward Honda Accord. 
C) The customer has no significant attitude toward any model. 
D) The customer has a more favorable attitude toward Honda Accord. 
E) The customer has the same overall attitude toward both Ford Taurus and Honda Accord.

Quizplus · Accepted Answer

According to the attitude-toward-the-object model, the overall attitude towards a brand is determined by evaluative ratings (e) and beliefs about how each brand performs on important attributes (b). In this scenario, the customer has a higher evaluative rating for gas mileage and a lower rating for price and styling. Based on her beliefs about each brand's performance on these attributes, she believes Honda Accord performs better on gas mileage and price, while Ford Taurus performs better on warranty and styling. When these beliefs and evaluative ratings are combined, the overall attitude towards Honda Accord is more favorable, making option D the correct choice.

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