Instructional Objectives for this activity:
Describe how to measure brand awareness using several semantic differential scales
Explain measurement beliefs about advertising using Likert scales
Determine when factual arguments and emotional appeals are likely to be important
Explain when the elaboration likelihood model and heuristic/systematic model are similar and when they are different
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?
• For the knowledgeable consumer, which attribute(s) need improvement?
• 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