Attitude Models

Attitude Models - not very Negative negative sure positive...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
Attitude Models. Decision Choice Model “pick the most positive brand” One example is the Multi-attribute model of attitude (Fishbein ) Two components: Belief … how strongly are two concepts associated or disassociated? (bi) Evaluative …. How positive or negative is the associated concept? (ei) Do you believe Crest has or does not have decay prevention? Definitely Not Definitely Does not does not sure has has Have have -2 -1 0 +1 +2 How positive or negative do you feel about decay prevention? Very
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: not very Negative negative sure positive positive-2 -1 0 +1 +2 > Select 3 to 5 attributes (focus groups or prior research) > Each consumer provides an ei and bi for each attribute for each competitor Crest toothpaste Total Attribute ei bi ei * bi ei bi ei * bi Ex decay prevention +1 +1 +1 +1 +2 2 Whitness +2 0 0 +2 +1 2 Freshness +2 -1 -2 +2 -2 -4 Net index is ………………………………. .-1 …………… 0 What are the managerial implications for the brand manager of Crest?...
View Full Document

This note was uploaded on 01/27/2011 for the course ACCT 340 taught by Professor Marcum during the Spring '08 term at American.

Ask a homework question - tutors are online