Ao = biei
Ao = Attitude toward the object (brand)
bi = belief about the brand’s possession of the attribute
ei = evaluation of the attribute as being good or bad
n = there are a limited number (n) of attributes which the person will consider
The following asks a consumer to evaluate these attributes for luxury cars:
Low Repair Frequency
Use the numbers from the following scale to evaluate each characteristic of luxury cars.
ExtremelyModeratelySlightly norSlightlyModeratelyExtremely GoodGoodGood BadBad Bad Bad
+3+2+1 0-1 -2 -3
The consumer provides the following responses, which represent ei (an evaluation of the attribute as being good or bad)
Low Repair Frequency+1
We then ask the consumer to rate three brands of interest to determine whether the consumer believes each brand possesses each attribute (the bi).
Use the following scale to how likely it is that each luxury card brand possesses the characteristic.
ExtremelyModeratelySlightly norSlightly Moderately Extremely LikelyLikelyLikely UnlikelyUnlikely Unlikely Unlikely +3+2+1 0-1-2-3
AttributeMercedes SLKPorsche 911Corvette
Low Repair Frequency-1-2+2
To calculate the consumer’s attitude about each brand of car using the Original Fishbein Attitude Model, multiply the attribute evaluations time the brand’s rating and sum for each brand:
Ao = biei
SLK (bi)biei for MercedesPorsche