AUTOMOBILE SCENARIO
Consider a Consumer Who Is Contemplating a New

question 123

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 Ford Taurus?

• A)23
• B)16
• C)17
• D)11
• E)27

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Definitions:

Habituation

The process by which an individual becomes accustomed to a stimulus after repeated exposure, leading to a decrease in response.

Heart-rate

The speed at which the heart beats, measured in beats per minute, which can indicate physical exertion, stress levels, or heart health.

Ripe Banana

A stage of banana fruit maturity characterized by soft texture, yellow skin often with brown spots, and a sweet flavor, indicating it is ready for consumption.

Numerical Understanding

The ability to comprehend and work with numbers, including basic arithmetic and numerical concepts.