Figure 1. Fishbein Multi-Attribute Attitudinal Model Attribute Evaluation (ei) Belief (bi) Brand A Brand B Brand C Shock absorbent +2 +2 +1 -1 Price less than $50 -1 -3 -1 +3 Durability +3 +3 +1 -1 Comfort +3 +2 +3 +1 Desired color +1 +1 +3 +3 Arch support +2 +3 +1 -2 Total score Figure 2. Ideal-Point Multi-Attribute Attitudinal Model Attribute Importance (Wi) Ideal Point (Ii) Belief (Xi) Brand A Brand B Taste: sweet (1) bitter (7) 6 2 2 3 Carbonation: high (1) low (7) 3 3 2 6 Calories: high (1) low (7) 4 5 4 5 Fruit Juices: high (1) low (7) 4 1 2 2 Price: high (1) low (7) 5 5 4 3 Total score Steps to Follow. It is recommended that students read the contents of each step and complete the missions for each step. Step #1: Show the steps of calculating an overall attitude of each alternative by using information in two comparison tables with respect to Fishbein and Ideal-Point Multi-Attribute Attitudinal Model and then, indicates which brand is highly likely to be chosen in the near future. Step #2: Suppose that students are marketing manager of Brand C for Fishbein model. In addition, it is assumed consumers are using the Fishbein modeling approach. Given the two assumptions, suggest any fruitful ideas of how to change existing negative attitude into positive one and eventually, make brand C be chosen in the near future, using the sensitivity analysis as mentioned in online textbook. Step #3: Suppose that students are marketing manager of Brand B for Ideal-Point model. In addition, it is assumed consumers are using the Ideal-Point modeling approach. Given the two assumptions, suggest any fruitful ideas of how to change existing attitude into the one close to zero and eventually, make brand B be chosen in the near future, using the sensitivity analysis as mentioned in online textbook.