Attitude toward object model

A part of the Multiattribute attitude models

 Insight of Multiattribute attitude models

- Consumers’ attitudes with regard to an
attitude object (a product, service, a course,
an issue ,,,) as a function of consumers’
perception & assessment of key attributes
or beliefs held with regard to the particular
attitude object.
Attitude toward object model
 The
premise of attitude toward object
model:
- Consumers attitude toward a product or
specific brands of a product is a function
of the presence (or absence) & evaluation of
certain product – specific beliefs &/or
attributes.
Eg: Product - Car
Brand - Mercedes S class
Attributes - Safety, comfort, durability
Beliefs - Better than other similar
Attitude toward object model
 Especially suitable for,
- Measuring attitudes toward a product (or
service) category or specific brands.
Attitude toward object model
Product – Tyre Product –Tyre
Brand - Michelin (Europe) Brand – Wanli (China)
Attributes / Beliefs Attributes / Beliefs
- Safety
- Less safety
- Comfort
- Less comfort
- Low Cost/km
- High cost/km
- Better than low cost tyres
Favorable attitudes or
positive evaluation unfavorable attitudes or
negative evaluation
Thank You…….