Another Attitude Towards the Object Model Example

1. Another Attitude Towards the Object Model Example • Attributes that may be used to evaluate athletic shoes: • Durability • Color/style • Comfort • Arch support • Material

2. Attitude Towards the Object Model Ao = Σ(bi * ei), where Ao = attitude toward the object; bi = belief that the object possesses attribute I; ei = importance level or desirability of attribute I; i = attribute 1,2, etc. Example: measuring the ei component of attitudes How important are each of the following to you when choosing athletic shoes? VI I N U VU Durable +2 +1 0 -1 -2 Stylish +2 +1 0 -1 -2 Comfortable +2 +1 0 -1 -2 Supportive in the arch +2 +1 0 -1 -2 Made with high quality materials +2 +1 0 -1 -2

3. Attitude Towards the Object Model Example: measuring the bi component of attitudes Nike athletic shoes are: SA A N D SD Durable +2 +1 0 -1 -2 Stylish +2 +1 0 -1 -2 Comfortable +2 +1 0 -1 -2 Supportive in the arch +2 +1 0 -1 -2 Made with high quality materials +2 +1 0 -1 -2

4. Multiattribute Attitude Model Example: measuring the bi component of attitudes Reebok athletic shoes are: SA A N D SD Durable +2 +1 0 -1 -2 Stylish +2 +1 0 -1 -2 Comfortable +2 +1 0 -1 -2 Supportive in the arch +2 +1 0 -1 -2 Made with high quality materials +2 +1 0 -1 -2

5. Presenting the Results... Plot of attribute importance, and Nike and Reebok’s ratings: SA D Durability ___ ___ ___ ___ ___ Color/style ___ ___ ___ ___ ___ Comfort ___ ___ ___ ___ ___ Arch support ___ ___ ___ ___ ___ Material ___ ___ ___ ___ ___ Nike Reebok