In the wake of their success, however, many of the Wal-Mart patrons have formed a love-hate relationship with the American-based juggernaut. Simply put, there are enough weighted advantages to shopping at Wal-Mart to dilute any ill feelings and incentives for consumers to shop elsewhere. It Starts With Consumer Attitude A Wal-Mart consumer—as with any consumer—establishes certain attitudes towards the companies they frequently shop. An attitude, as defined by Solomonendures over time.
The situational model does not perform better than the nonsituational model in the prediction of situational and overall preference, respectively.
The situational model does not perform better than the nonsituational model in the-prediction of situational and overall choices respectively. THE DATA The data were collected from a mail panel residing in Columbus, Ohio, Each respondent completed five questionnaires, over a period of three months, concerning eight Columbus fast food restaurant chains.
The initial panel sample of was generated from a random list of names in the Columbus telephone directory. Data collection was comprised of three stages: The only brand rating obtained across situations was convenience.
In addition, subjects were asked to rank preferences for the eight restaurants across situations and to rate the importance of each attribute for each situation. Choice information was also obtained from the panel.
|Multi-attribute attitude model||Positive attitudes will lead to positive behavior.|
Thus, attribute importance, preference and choice as well as brand ratings on convenience, were obtained for all four situations considered. The four situations chosen for detailed examination were selected with two criteria in mind.
The situation should be encountered frequently so that adequate sample sizes could be obtained for each situation. Also, the situations should include different dimensions of situation. Belk b discusses five dimensions of a situation, being physical surroundings, time frame, interpersonal surroundings, mood and goal direction.
The four situations selected for detailed analysis were: Lunch on a weekday evokes spatial and temporal dimensions for a major proportion of the panel. Eating with the family when not rushed for time captures a consistent contrast in interpersonal surroundings.
Eating when rushed for time encompasses time frame dimensions. Darley and Batson in their "Good Samaritan" experiment indicate that degree of haste in one's journey is a good situational predictor of helping behavior.
The consumer's decision, as to which fast food restaurant to frequent, may be influenced by the amount of time he has available.
The respondents were also asked to complete an extensive AIO bank and media habit items. At the conclusion of the study, respondents were asked to give their opinions as to the nature of the study. ANALYSIS In order to ascertain the value of introducing the situational variables into the attitude-preference and attitude-behavior relationships, two sets of analyses were carried out for four time periods.
Attitude-Preference Analysis For each individual who indicated frequenting fast food restaurants in at least two situations, the traditional model model I is contrasted to the predictive power of the situational model model II.
For each model, the seven attributes [The popularity with children attribute was not applied to all respondents.Fishbein’s multi-attribute model ofattitudesAttitude identification involves: 1.
Identifying the attitude 2. Determining consumer intention, based on their attitudes 3. The Fishbein model also uses three components of attitude—salient beliefs, object-attribute linkages, and evaluation—for determining a measurable score representing a consumer’s attitude.
Several attributes needed to fairly assess the popularity of Wal-Mart over several competitors include environmental responsibility and local economic. Using the Fishbein model, a comparison of Wal-Mart, Target, Kmart, Sears, Costco, and Sam’s Club against nine attributes shows which retail chains have the highest and lowest probability of success in a market based on specific weights assigned to the attributes.
Advances in Consumer Research Volume 2, Pages MULTI-ATTRIBUTE ATTITUDE MODELS: A COMPARATIVE ANALYSIS. Morris B. Holbrook, Columbia University. James M. Hulbert, Columbia University [The authors wish to express their gratitude to Georgi Zahariev and Bernardo Cohen for their help in the early stages of .
Please scroll down for the link to the free multi-attribute attitude Excel spreadsheet template. Multi-attribute attitude model. As suggested by the name, this model breaks down the consumer’s overall attitude (that is, view of . Tri component Attitude Model Multi attribute Attitude Model Trying ± to ± Consume Model Attitude ± Toward ± the ± Ad Model Associating the product with an admired group or event Resolving two conflicting attitudes Altering components of multi-attribute model Changing consumer beliefs about “A detailed study of consumer attitude.