Assignment 8Exercise

1.What is the ABC model of attitude? Please use one example (attitude toward your favorite brand) to describe these three components.

2.Attitude: Hierarchy of Effects

1)Washing machines are about as expensive as other major appliances but are usually hidden in the basement, and few care about how they look. Washing machines are functional.When buying one it is likely consumers will visit several stores first, talk to salesmen check the Internet etc. i.e. Consumers gather information, consider the alternatives , develop some positive feelings, and then choose a model.The ABC sequence is?

2)This sweater looks so good on the mannequin that some consumers "just have to have it".In other words, they fall in love with it and buy it. Once they get it home they learn about it by looking at the tag to see if it needs to be dry cleaned etc.What's the ABC sequence.

3.Fishbein's Multiattribute Attitude Model

Evaluative Criteria

Importance Ranking

Consumer's Belief

Canon

Nikon

Kodak

Image Quality

40

3

4

5

Weight

30

4

5

4

Price

20

5

3

2

LCD screen size

10

4

3

2

What is Fishbein's multiattribute attitude model?

Please use the Multiattribute Attitude Model to calculate the total scores for Canon, Kodak, and Nikon (list the detail calculation).Which one is the best?

4.What is the Behavioral Intention Model? How would you use this theory to change people's unhealthy eating behavior?