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Multiattribute attitude model

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2) You are intereste in predicting whether a person will purchase a new Chrysler from Bob Caldwell dealership in the next mont. Soneone suggests the following phrasing for the intention measure: "How likely is it that you will buy a new automobile soon?" Why is this measure unlikely to predict the hehavior of interest?

6) Discuss the tradeoffs between multiattribute attitude models, meaures of attitude toward a produt, and measures of purchase intentins in terms of (a) their realtive predicitve power and (b) their usefulness in inderstanding consimer behavior.

7) Assume a company is trying to decide which consumer segments represent its best bet for future expansion. To help in this decison the research department has collected information about segment members' product attitudes. The results show the following average attitude scores on a 10-point scale ranging from "bad" product" (1) to "good product" ( 10) :

Segment A 8.2
Segment B 7.5
Segment C 6.1

Based on this imformation segment A has been chosen as teh best bet for expansin . Do you agree? What problems might exist with making this decisin based on the current information?

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Multiattribute attitude model is utilized.

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2) You are interested in predicting whether a person will purchase a new Chrysler from Bob Caldwell dealership in the next month. Someone suggests the following phrasing for the intention measure: "How likely is it that you will buy a new automobile soon?" Why is this measure unlikely to predict the behavior of interest?

Because this measure doesn't reflect the link between their attitudes and purchasing behaviors. It only tells us whether they think they need a new car or not. But this may change if they see the characteristics they value in the new cars. We should ask them what are the important characteristics of a good car and what is the importance of each of these characteristic. Briefly we need to evaluate the overall cognitive components of an attitude toward the cars.

6) Discuss the ...

Solution provided by:
Umut Oltulu, MBA
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  • BSc, Dokuz Eylul University
  • MBA, Texas A&M University-Kingsville
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