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:
Compute attitudes for both consumers.
Which consumer likes the product more and why