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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 |
a. The customer has a more favorable attitude toward Ford Taurus.
b. The customer has a negative attitude toward Honda Accord.
c. The customer has no significant attitude toward any model.
d. The customer has a more favorable attitude toward Honda Accord.
e. The customer has the same overall attitude toward both Ford Taurus and Honda Accord.
Answer
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