Question

Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models?

Answer 1

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First of all let us understand why this model has become popular for the marketing researchers. The popularity for this model is gained because of the tools and methods it uses to assess the attitude of the customer or the consumer even before he says something about the product. The multi attribute attitude model has some set of assumptions or procedures which can be directly used by the marketing personnel for identifying the attitude of the customer or the consumer. This is mainly used for the purpose of identification, assessing, understanding as well as measuring the consumer’s attitude towards a product. It assumes that the consumer or customer’s attitude towards the product shall be through identification of the basic or number of beliefs that the consumer has towards the several ranging attributes of the product. And at the final phase the multi attribute attitude model gets all the set of assumptions together in such a manner as to assess the attitude of the customer or the consumer appropriately and thus assessing the overall attitude of the consumer or the customer to a company.

Now let’s talk about the three elements that Multi Attribute Attitude Model has. The three elements that the model has are Attitudes, Beliefs as well as Weights. Attributes can be defined as the type of peculiar features that an attitude object has. Beliefs are defined as the scale on which the attitude object can be properly assessed or measured or simply the yardstick for measuring the attribute of the object that is being assessed. Weights by its name can be simply described as the priority or the importance we give to the particular attribute.