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
For the consumer who knows little about the product, which attribute(s) need improvement?
Explain how to influence b and how to influence e for consumer A and for consumer B