Attitude Scenario
Consider a Consumer Who Is Contemplating a New

question 46

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. According to the elaboration likelihood model (ELM) , which route to persuasion will likely influence this consumer?

• A) central
• B) peripheral
• C) primary
• D) sentiment

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Definitions:

Goodwill

An intangible asset that arises when a company acquires another company for a price higher than the fair value of its net tangible assets.

Merger Transaction

A financial operation in which two or more companies combine to form a new entity or one company absorbs another.

Voting Stock

Shares that give the shareholder the right to vote on corporate matters, typically regarding the election of the board of directors.