Case Study #07: Understanding Attitude Change Behaviors

Direction: This case study is prepared to practice how to apply what students have learned in this course to real marketing situations. By using this worksheet, students are able to figure out appropriate solution(s) for resolving one suggested marketing problem. It is suggested that given one specific goal of this case study, students need to read the following steps before composing one final written document. Submit an individual WORD or PDF answer file to the dropbox by due date and time. If they do not submit answer file, they will not achieve any participation scores. (10 points)

Main Goal. Basically, the approach to this case study is similar to what students have done with Case Study #6. Followings are two types of comparison table, both of which are prepared for the ideas of attitude formation and change process. When target customers have negative or neutral attitude toward a specific brand, marketers need to change their existing attitude into positive one after measuring the level of current attitude. One way for this task is to use the sensitivity analysis in the context of various types of multi-attribute attitudinal models such as Fishbein, ideal-point, or TORA model. Given this background, the goal of this case study is 1) to calculate an overall attitude of each brand using the ratings in the comparison table in Figure 1 and 2 below, 2) to implement the sensitivity analysis using the Fishbein and ideal-point multi-attribute attitude model by assuming that students are marketing manager of Brand C for the Fishbein model and Brand B the ideal-point model, respectively, and 3) to suggest any appropriate actions on how to change existing customers' attitude for Brand C and Brand B.

Figure 1. Fishbein Multi-Attribute Attitudinal Model Attribute Evaluation (ed) Belief (b) Brand A Brand B Brand C Shock absorbent +2 +2 +1 -1 Price less than $50 -1 -3 -1 +3 Durability +3 +3 +1 -1 Comfort +3 +2 +3 +1 Desired color +1 +1 +3 +3 Arch support +2 +3 +1 -2 Total be score 0Figure 2. Ideal-Point Multi-Attribute Attitudinal Model Attribute Importance Ideal Point_ Belief (X/) (WI) () Brand A Brand B Taste: sweet (1) - bitter (7) 6 2 2 3 Carbonation: high (1) - low (7) 3 3 6 Calories: high (1) - low (7) un 4 un Fruit Juices: high (1) - low (7) 2 Price: high (1) - low (7) un 5 4 Total EW.I - X score