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Question
AUTOMOBILE SCENARIOConsider a consumer who is contemplating a new automobile purchase. She has narrowed her decision down to two brands, Honda Accord and Ford Taurus. She has identified gas mileage, price, warranty, and styling to be important attributes to consider in her decision. Her evaluative ratings (e) for each attribute and her beliefs of how each brand performs on a given attribute (b) are given below:
| Honda Accord | Ford Taurus | ||
| Attribute | e | b | b |
| Mileage | 2 | 6 | 4 |
| Low Price | 3 | 2 | 2 |
| Warranty | -1 | 1 | 3 |
| Design | 1 | 10 | 5 |
) toward Honda Accord?a. 23
b. 12
c. 27
d. 16
e. 19
Answer
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