Tradeoffs between multiattribute attitude models

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Question: You are interest in predicting whether a person will purchase a new Chrysler from Bob Caldwell dealership in the next month. Someone suggests the following phrasing for the intention measure: "How likely is it that you will buy a new automobile soon?" Why is this measure unlikely to predict the behavior of interest?

Question: Discuss the trade-offs between multivariate attitude models, measures of attitude toward a product, and measures of purchase intentions in terms of (a) their relative predictive power and (b) their usefulness in understanding consumer behavior.

Question: Suppose a firm is trying to decide which consumer segments represent its best bet for future expansion. To help in this decision the research department has collected information about segment members' product attitudes. The results show the following average attitude scores on a 10-point scale ranging from "bad" product" (1) to "good product" ( 10) :

Segment A 8.2
Segment B 7.5
Segment C 6.1

Based on this information segment A has been chosen as the best bet for expansion . Do you agree? What problems might exist with making this decision based on the current information?

Reference no: EM1378307

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