Attitude Modeling

First choose two competing brands of products or services that you know well (e.g. uber vs Lyft or iPhone vs Samsung Galaxy).  Then draw a schema for both brands.  Make sure you have listed a number of attributes and consider how they connect to other attributes, feelings, or experiences. 

Second, develop an attitude model for each of the brands you chose.  Use the scales (1 to 10) for belief strength and (-3 to +3) for evaluation.  Use at least 3 attributes for each of the measured brands. 

Finally, compute your attitude scores and discuss how these scores relate to your general feelings toward the brands. Are the scores a good representation of your feelings?  Do they reflect your purchasing likelihood?

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