Do the following application exercise: 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. 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. Your challenge:

5.3.1. Compute attitudes for both consumers. Which consumer likes the product more and why?

5.3.2. For the knowledgeable consumer, which attribute(s) need improvement?

5.3.3. For the consumer who knows little about the product, which attribute9s) need improvement?

5.3.4. Explain how to influence e for consumer A and for consumer B. Attribute Consumer A Consumer B

b e b e

1080i 7 7 3 3

47-inche screen 6 6 7 7

Viewing angles 6 5 4 3

Reliability 5 6 3 3

Inputs 7 7 2 3