I would like to talk a little more about how attitudes lead to purchasing. When I test product concepts, we commonly ask a direct question such as on a scale of 1 (not at all likely) to 10 (extremely likely), please rate your likelihood to purchase product XYZ. This is a commonly used technique to understand purchase intent amongst survey participants evaluating a product. Class, do you feel this type of question helps to understand consumers attitude toward a product or service? How would you interpret the results?