MARKETING MANAGEMENT

Term Paper

Kotler Keller
Contents of Chapter 7 will be
discussed in the next session

7-2
Introduction to Term Paper

7-3
 All beliefs about Crest Salient beliefs about Crest

- Crest has fluoride

- Approved
- Mint flavor
- Comes in Gel
- Red, White, and Blue - Crest has fluoride Attitude
- Prevents cavities - Mint flavor
- Freshens breath toward
- Comes in a gel
- Teeth clean Crest
- Comes in tube
- In a pump container
- More expensive
- Tarter-control formula

• Salient Beliefs and Attitude toward the Object (Crest)

1-4
• The Multiattribute Attitude Model

The key proposition in Martin Fishbein’s theory is that the evaluations of

salient beliefs cause overall attitude. The model proposes that:
n
AO  b e
i 1
i i

Where

AO  Attitude toward the object

bi  The strength of the belief that the object has attribute i

ei  The evaluation of attribute i

n The number of salient beliefs about the object

1-5
• Model Components

 Belief Strength (bi )

Belief strength is the perceived probability of association

between an object and its relevant attributes. For example,
Crest:
1. How likely is it that Crest has fluoride?
Extremely Unlikely 1 2 3 4 5 6 7 8 9 10 Extremely Likely

2. How likely is it that Crest contains mint flavor?

Extremely Unlikely 1 2 3 4 5 6 7 8 9 10 Extremely Likely

1-6
• Model Components
 Belief Evaluation (ei )
Belief evaluation reflects how favorably the consumer perceives the
attribute. For example, Crest:

1. Crest has fluoride.

Very Bad -3 -2 -1 0 +1 +2 +3 Very Good

2. Crest contains mint flavor.

Very Bad -3 -2 -1 0 +1 +2 +3 Very Good

1-7
• An Example of the Multiattribute Attitude Model

Fluoride
b1  10 e1  3
b2  5
Mint Flavor
Crest
b3  8 e2  1
AO  27
AO  27
Comes in a gel
ee3  1
 1
3

AO  (10)(3)+(5)(1)+(8)(-1)

AO  30+5-8

AO  27

1-8
• An Example of the Multiattribute Attitude Model

Fluoride
b1  7 e1  2
b2  6
Mint Flavor
Pepsodent
b3  10 e2  3
AO  27
AO  6
Comes in a gel
ee3  1
 1
3

AO  (7)(2)+(6)(-3)+(10)(1)

AO  14-18+10

AO  6

1-9