1 / 5

Another Attitude Towards the Object Model Example

Another Attitude Towards the Object Model Example. Attributes that may be used to evaluate athletic shoes: Durability Color/style Comfort Arch support Material. Attitude Towards the Object Model.

hisano
Download Presentation

Another Attitude Towards the Object Model Example

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Another Attitude Towards the Object Model Example • Attributes that may be used to evaluate athletic shoes: • Durability • Color/style • Comfort • Arch support • Material

  2. Attitude Towards the Object Model Ao = Σ(bi * ei), where Ao = attitude toward the object; bi = belief that the object possesses attribute I; ei = importance level or desirability of attribute I; i = attribute 1,2, etc. Example: measuring the ei component of attitudes How important are each of the following to you when choosing athletic shoes? VI I N U VU Durable +2 +1 0 -1 -2 Stylish +2 +1 0 -1 -2 Comfortable +2 +1 0 -1 -2 Supportive in the arch +2 +1 0 -1 -2 Made with high quality materials +2 +1 0 -1 -2

  3. Attitude Towards the Object Model Example: measuring the bi component of attitudes Nike athletic shoes are: SA A N D SD Durable +2 +1 0 -1 -2 Stylish +2 +1 0 -1 -2 Comfortable +2 +1 0 -1 -2 Supportive in the arch +2 +1 0 -1 -2 Made with high quality materials +2 +1 0 -1 -2

  4. Multiattribute Attitude Model Example: measuring the bi component of attitudes Reebok athletic shoes are: SA A N D SD Durable +2 +1 0 -1 -2 Stylish +2 +1 0 -1 -2 Comfortable +2 +1 0 -1 -2 Supportive in the arch +2 +1 0 -1 -2 Made with high quality materials +2 +1 0 -1 -2

  5. Presenting the Results... Plot of attribute importance, and Nike and Reebok’s ratings: SA D Durability ___ ___ ___ ___ ___ Color/style ___ ___ ___ ___ ___ Comfort ___ ___ ___ ___ ___ Arch support ___ ___ ___ ___ ___ Material ___ ___ ___ ___ ___ Nike Reebok

More Related