Posted: September 13th, 2015

In this Activity, you will apply the theory of reasoned action to predict a consumer’s attitude toward various alternatives.

In this Activity, you will apply the theory of reasoned action to predict a consumer’s attitude toward various alternatives. Begin by interviewing someone about a choice that he/she is currently considering. The decision at hand could be anything at all. This theory has been used to assess attitudes toward quitting smoking, online grocery shopping, college choice, and a wide range of other consumer decisions. Be thorough in explaining each of the following components. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (A 3-page response is required.)

Part A Decision and Alternatives: Describe the decision to be made along with at least two (2) alternatives being considered.

Part B Guiding Attributes: As described in the Lecture and Research Update, you will need to discover and discuss three (3) attributes driving the decision.

Part C Alternative Evaluation: You will need to determine the specific choices being evaluated and how the interviewee scores each choice on those attributes. Evaluate each alternative based on those attributes and assign a score using a 1-10 value scale where the number 10 indicates the most positive evaluation response.

Part D Assigned Weight: As described in the Lecture and Research Update, an importance weighting must be assigned to each attribute.

Part E Influential Others: You will also need to discover at least two (2) other people who might be influencing this person, what the interviewee believes those influential others think about the choices, and his or her motivation to comply in each case.

Part F Influentials’ Evaluation of Alternatives: Evaluate each of the two (2) influential others in relationship to the three (3) attributes you identified and discussed earlier. Use a 1-10 value scale where the number 10 indicates the most positive evaluation response for rating purposes.

Part G Motivation to Comply: For each influential other identified, a motivation to comply figure must be provided. This will range from 0 to 1.

Part H Total Attitude Score Calculation and Explanation: Last, you will calculate the points associated with each of the three (3) choices – the interviewee’s original choice and the two (2) influentials’ preferences – and pronounce the choice toward which the interviewee has the most positive attitude. The calculation must be clearly explained and complete.