Explain how to influence b and how to influence e for consumer A and for consumer B.

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Explain how to influence b and how to influence e for consumer A and for consumer B.

Imagine you work for a well-known market research firm. Your supervisor has asked you to calculate numerical values for consumer attitudes using the Fishbein expectancy-value model, A = Σbe.
In your preliminary research for a client that manufacturers LCD HDTVs, you learned that the key attributes are picture resolution, screen size, viewing angles, reliability, and easy-to-use inputs. Using the data below, compute attitude scores for consumer A, a highly knowledgeable consumer, and for consumer B, a consumer who knows relatively little about HDTVs.

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Consumer Behavior

ISBN: 9780538745406

1st Edition

Authors: Frank Kardes, Maria Cronley, Thomas Cline

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