Construct an illustration to demonstrate your understanding of Equation 7.1. Identify three brands in a product category that is personally relevant. Then, specify four “outcomes” (i.e., benefits and detriments) pertinent to that category. Next, assign a numerical value from 1 to 5 to each outcome, where 1 equals “virtually no importance” and 5 equals “extreme importance.” Then, assign a value from 1 to 5 to represent your beliefs regarding how well each of the three brands satisfies each of the four outcomes. In assigning your beliefs, treat 1 as indicating that the brand performs very poorly on this outcome, 5 as indicating the brand performs extremely well, and 2 through 4 reflecting increasingly positive performance.