Imagine you work for a well-known market research firm. Your supervisor has aske

Question

Imagine you work for a well-known market research firm. Your supervisor has asked you to calculate numerical values for consumer attitudes using
the Fishbein expectancy-value model, A = ?be. In your preliminary research for a client that manufacturers LCD HDTVs, you learned that the key attributes are picture resolution, screen size, viewing angles, reliability, and easy-to-use inputs.

Using the data below, compute attitude scores for consumer A, a highly knowledgeable consumer, and for consumer B, a consumer who knows relatively little about HDTVs.

Consumer Attributes

Provide the following information:

Explanation / Answer

In this case, we can assue the following attributes for both consumer:-

From the above analysis, it is clear that consumer B likes the product more when compared to consumer A. as the attribute level for B is veryhigh upto 214 as against consumer A.

Consumer A Consumer B b e A= ?be b e A= ?be Picture resolution 7 6 42 6 8 48 screen size 7 6 42 6 5 30 viewing angles 5 6 30 7 6 42 reliability 6 7 42 5 6 30 easy to use imputs 6 6 36 8 8 64 192 214

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