Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 12

Measure another student's ideal beliefs and belief importance for the following. Examine these ideal beliefs and importance weights and then develop a verbal description (i.e., concept) of a new brand for these items that would satisfy this student's needs. Next, measure that student's attitude toward the concept you have developed in your verbal description.
a. Sunglasses
b. Spa
c. Automobile
d. Credit card
e. Dietary supplements
f. Charity