AUTOMOBILE SCENARIO
Consider a Consumer Who Is Contemplating a New

question 104

Multiple Choice

AUTOMOBILE SCENARIO
Consider a consumer who is contemplating a new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
$$\begin{array} { | c | c | c | c| } \hline & & \text { Honda Accord } & \text { Fard Taurus } \\\hline \text { Attributa } & \boldsymbol { b } & \boldsymbol { b } & \boldsymbol { b } \\\hline \text { Mileage } & 2 & \mathbf { a } & 4 \\\hline \text { Low Price } & 3 & 2 & 2 \\\hline \text { Warranty } & - 1 & 1 & 3 \\\hline \text { Design } & 1 & 10 & 5 \\\hline\end{array}$$
-Refer to the Automobile Scenario.Based on the attitude-toward-the-object model,what is the consumer's overall attitude (A?) toward Honda Accord?

• A)23
• B)12
• C)27
• D)16
• E)19

---

Definitions:

Economic Lives

The duration over which an asset is expected to be economically useful to its owner.

Projects

Specific tasks or programs undertaken to create value, achieve an objective or solve a problem, often within a defined scope and timeline.

Balance Due

The outstanding amount of money owed by a debtor to a creditor, which remains unpaid after any initial payments or deductions have been applied.

Current Lease

An active leasing agreement specifying the terms under which a lessee occupies or utilizes the leased asset.