COMPUTATIONQUESTION (20 pts.)

You have recently decided that you would like to purchase a brand new puppy to keep you company.This decision is not an easy one, of course, so to help you decide which puppy you want, you have decided to use a useful approach from our class to better understand your "attitude" about each of the options.

You first think about the attributes you think of when you think of dogs: small size (the dog is small), protection (the dog will protect you), low maintenance (the dog does not require much work).

Then, you rate each dog on the extent to which you believe each attribute describes it. These ratings appear below each of the dog breeds in the chart (1 = does not at all describe this breed, 10 = perfectly describes this breed).

Finally, you rate how attractive each attribute is to you (1 = not at all important 10 = very important). These ratings are summarized in the column next to the attributes listed below...

We can use the Attitude Toward the Object Model (ATOM) to help you pick a puppy!

Using the ATOM equation, please list the overall attitude score for each of the four options: (8 pts.)

Attitude Toward ChihuahuasAttitude Toward MaltesesAttitude Toward Golden RetrieversAttitude Toward Border Collies

Based on the values you just calculated, which kind of puppy are you most likely to get (i.e., which one has the highest ATOM score?): (2 pts.)

• Chihuahua
• Maltese
• Golden Retriever
• Border Collie

Now let's say that one of your friends suggests a fourth puppy option - the Miniature Doberman.You think a Mini Doberman rates as a 9 on the Small Size attribute, a 10 on the Protection attribute, and a 5 on the Low Maintenance attribute.In the space below, please: 1) Identify the attitude score for this new fourth option, and 2) Indicate whether this changes your overall choice compared to the other dog options above... (3 pts.)

A local animal shelter sees a spike in the number of Border Collies that are being rescued.As such, the shelter decides that it should run a commercial on the local television network discussing the merits of the Border Collie.Based on the data in the chart above - what attribute should the commercial emphasize the most as beingmoreattractive than consumers currently think if the goal is to get people to want Border Collies?Why? (2 pts.)

Now let's say a coalition of very smart Golden Retrievers get together and decide to create a marketing campaign (which would be amazing given that they have paws instead of hands) promoting how Protective they are to increase the belief that their breed possesses the Protection attribute.Is this attempt worth their time and effort?Why or why not? (5 pts.)