Explain how to influence b and how to influence e for consumer A and for consumer B.

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 = Σbe.
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.

Attribute b Consumer A e Consumer B b e 1080i 7 7 3| 4 47-inch screen 6 6 7 7 Viewing angles 6 5 4 3 Reliability 5 6 3 3 Inputs 7 7 2 3