In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.
Type of Material:
Assignment
Recommended Uses:
This assignment could serve several applications, in-class discussion or homework seem to be the most obvious.
Technical Requirements:
Excel, if the accompanying interactive spreadsheet is to be used.
Identify Major Learning Goals:
• Identify the components of a multi-attribute attitude model
• Identify how consumer attitudes impact overall brand preferences in this application.
• Deveop a deeper understanding of the concept of multi-attribute consumer attitudes
Target Student Population:
• Undergraduate marketing/business students.
• Specifically, consumer behavior discussion involving consumer attitudes and attitude models.
• In class or in a flipped classroom
Prerequisite Knowledge or Skills:
Basic introduction to consumer behavior, and to attitude models.
Content Quality
Rating:
Strengths:
• This module is very clear and concise
• Demonstrates an example of the important marketing concept of multi-attribute consumer attitudes.
• The assignment is self-contained and fully usable as presented.
• The suggested related Excel template site provides a substantial amount of equally usable information.
• The example is about attitudes toward eight different food products, which should garner student interest.
Concerns:
• The concept of a multi-attribute model will need to be presented to students, prior to assignment of this activity.
• The module is designed as a stand-alone assignment or brief in-class exercise and thus provides only a single example.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
• The module is a very effective teaching tool.
• The material provides good discussion questions, that will assist students in recognizing multiple attribute/variables at play in consumer attitude formation.
• It can be used as is in a flipped or traditional classroom.
Concerns:
• Instructors will want to provide some foundational or conceptual information before assignment.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
• The module has a very simple yet attractive design.
• Clear and concise design.
• The example charts are easy to read and understand.
Concerns:
• Would strongly recommend reviewing the linked site to the Excel interactive template. There is some very good information presented there, and it would be very beneficial for students to review that site too.
Creative Commons:
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