Attitude Scenario
Consider a Consumer Who Is Contemplating a New

question 71

Multiple Choice

Attitude 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 fuel efficiency, 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:
$\begin{array}{lccc} & & \text { Honda Accord } & \text { Ford Taur } \\\text { Attribute } & e & b & b \\\text { Fuel Efficiency } & 2 & 6 & 4 \\\text { Low Price } & 3 & -2 & 2 \\\text { Warranty } & 1 & 1 & 3 \\\text { Styling } & 1 & 10 & -5\end{array}$
-Refer to Attitude Scenario. What can this model tell marketers regarding this consumer?

• A) Low price is the least important attribute for this consumer.
• B) This consumer believes that Honda Accord has a better warranty than Ford Taurus.
• C) This consumer believes the price for the Honda Accord is lower than the price for the Ford Taurus.
• D) This consumer has a more favourable attitude toward Honda Accord.

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Definitions:

Social Learning Theory

A theory that suggests people learn new behaviors and information by watching and imitating others.

Instrumental Learning Theory

A concept in psychology that emphasizes learning through the consequences of our actions, often involving rewards and punishments.

Relational Aggression Theory

A theoretical framework that explains aggressive behavior through the manipulation of social relationships, including actions like exclusion, gossip, or the withdrawal of friendship.

Frustration-Aggression Hypothesis

A theory suggesting that the occurrence of aggressive behavior always presupposes the existence of frustration and, conversely, that frustration leads to some form of aggression.