Purpose: Apply the Multi-Attribute Model to your own decision-making and brand evaluation.

Directions:

1. Choose a product you would like to evaluate

2. Use the template Download templateto complete the following:

• Evaluate the brand that you have chosen
• Choose 3 other brands that sell that sell a competing product
• Determine 5 attributes to evaluate that product on
• Weight each attribute as to importance in your decision on a scale of 0-10 (0 not important, 10 very important)
• Provide your evaluation of each attribute for each of those brands on a scale of 0-10 (0 poor, 10 excellent)
  • This may require some Googling to understand the attributes of the competing brands
• Review the calculations
• Answer the reflection question:
  • Is the product you would actually choose the same as the model predicted?
    • Fully explain why you would make the same choice or make a different choice
  • How could one of the companies improve their multi-attribute score?

Other Notes:

• You only need to fill in the gray squares - the calculations should happen automatically in the white squares
  • ALL gray squares need to be completed

Steps: 1. Choose 3 other brands that sell that a competing product 2. Determine 5 attributes you will evaluate that product on 3. Give a weight to importance levels of each attribute on scale 010(0= not important; 10= very important ) 4. Provide your evaluation of each attribute for each of those brands on scale of 010(0= poor; 10= excellent ) 5. Review your evaluations and answer the reflection