By brand beliefs, we mean the rating of a brand on a particular decision criteria. This is a linear, compensatory, constructive model. However, there is a problem with this approach. If we only obtain this overall evaluation, we will not know why it is high or low. The multiattribute model tells us why.
Attitudes predict behavioral intention, which predicts behavior.
Constructing a multiattribute model. Obtain from 5-9 salient attributes from each respondent in a free response format. Good False Competition 9. Graphic rating Itemized rating Ordinal Level rank order Q-sort paired comparison 10. Direct Judgment a.