Case Study 7 Belief, affect, and intention are the basic concepts of attitudes. For this case study there are three brands labeled ABAC for comparison. In table one they go over different attributes and for each brand gave the attribute : rating. The overall attitude for each brand in table one goes as followed: A-8, 8-8, and C-4. Table two overall attitudes are A-14, and 8-19. Table two goes over importance of each category, and its ideal score before showing the scores for the brands. 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 miter 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 suppest 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 +1 Price less than $.30 -1 Durability +1 Comfort +3 Desired color Arch support Total score Figure 2. Ideal-Point Multi-Attribute Attitudinal Model