| Course | GB534 Consumer Behavior |
|---|---|
| Unit | Unit 5 |
| Paper type | Attitude measurement exercise |
| Length | About 840 words, 6 pages double-spaced |
| Format | APA 7 student paper |
| School | Purdue University Global |
| Program | MBA |
| Updated | October 2026 |
Free sample paper for GB534 Unit 5
Second Place by 6.5 Points: A Unit 5 Attitude Measurement Exercise for an $849 Stroller
[Student Name]
Purdue University Global
GB534: Consumer Behavior
Unit 5 Attitude Measurement Exercise
[Instructor Name]
[Date]
The stroller brand, its rivals, the ratings and every score are composite and illustrative; the model and sources cited are real.
The Model
Fishbein and Ajzen (1975) proposed that a person's attitude toward an object is the sum, across its attributes, of how strongly the person believes the object has each attribute multiplied by how good or bad that attribute is to them. Written as a formula, attitude equals the sum of belief times evaluation over all attributes. The model's value for marketers is diagnostic: it shows which beliefs and which evaluations drive an attitude, and so which ones a campaign might change.
Table 1: Attribute Evaluations
Sixty expectant parents rated how good or bad each attribute is, from minus 3 to plus 3. Mean evaluations were:
Fits the trunk: 2.6.
One-hand fold: 2.3.
Ride smoothness: 2.0.
Good value for the price: 1.8.
Light to lift: 1.2.
Trunk fit tops the list, which matches the decision map in Unit 2, where a partner's trunk test eliminated a model.
Table 2: Beliefs and Attitude Scores
The same parents rated how likely it is that each stroller has each attribute, from 1, very unlikely, to 7, very likely.
European full-size, $1,199: fold 6.4, ride 6.2, trunk 5.9, light 5.6, value 3.1. Attitude score about 54.8.
Front Range full-size, $849: fold 5.1, ride 6.0, trunk 4.3, light 3.6, value 5.0. Attitude score about 48.2.
Big-box travel system, $329: fold 4.4, ride 3.0, trunk 5.2, light 5.1, value 6.2. Attitude score about 46.9.
Front Range loses most of its ground on trunk fit, the attribute parents care about most and the one on which they doubt it most.
Where the Gap Comes From
The European stroller leads Front Range by about 6.5 points. Broken down by attribute, about 4.2 points of the gap come from trunk fit, about 3.0 from one-hand fold and about 2.4 from lightness, while Front Range gains about 3.4 points back on value. The big-box system trails Front Range mainly on ride, about 6.0 points, and leads on value, lightness and trunk fit.
Table 3: What Would Close the Gap
Hoyer et al. (2018) describe several ways to change attitudes under a multiattribute model: change beliefs about the brand, change beliefs about competitors, change the importance of attributes, or add a new attribute.
Raise the trunk belief from 4.3 to 5.5: adds about 3.1 points, closing almost half the gap. This requires evidence, such as showing the folded stroller in common sedans and listing its folded dimensions.
Raise the fold belief from 5.1 to 6.4: adds about 3.0 points, which would require a product change or a convincing demonstration.
Raise the lightness belief from 3.6 to 4.8: adds only about 1.4 points, because parents weight lightness least.
Raise the importance of ride: if ride's evaluation rose from 2.0 to 2.6, Front Range would gain about 3.6 points, but the European rival, rated slightly higher on ride, would gain about 3.7, so the gap would actually widen by about a tenth of a point.
Where the Big-Box System Threatens
The travel system's score is close to Front Range's despite a weak ride rating, because parents believe it fits trunks, is light and is good value. For price-sensitive parents, it is the realistic alternative. Front Range defends against it mainly on ride, its strongest relative belief. Messages about ride quality on rough sidewalks, which the motivation analysis found linked to protecting the baby, would reinforce the attribute where Front Range clearly wins and where the cheaper rival clearly loses.
Recommendation
Work on the trunk belief first. Parents believe the European stroller fits trunks better, but the folded dimensions are similar. A campaign showing Front Range folding into the trunks of the region's most common family cars, and a folded-size chart on the box and website, could change the belief without changing the product. The fold belief should come next, through demonstration videos.
What the Model Leaves Out
Attitude predicts intention imperfectly. Ajzen (1991) extended the model in the theory of planned behavior to add two further influences: subjective norms, meaning the expectations of family and friends, and perceived control over acting on the intention. Stroller choice involves partners and relatives, whose opinions the attitude score does not capture. Price acts as a constraint as well as an attribute: some parents with a strongly positive attitude toward the European stroller cannot afford it, so Front Range's realistic competition may be the big-box system rather than the leader.
Limits
Sixty parents in one region, a five-attribute list chosen by the researchers and ratings collected before purchase all limit the findings. The scores show relative standing, not market share. A follow-up measuring intention and actual purchase among the same parents would show how well attitude predicts choice in this category, and whether the partner's view, which the model omits, changes the ranking.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2018). Consumer behavior (7th ed.). Cengage.
What the GB534 Unit 5 assignment asks for
In GB534 Unit 5 you measure consumers' attitudes toward competing products using a multiattribute model. Explain the model and its use for diagnosis. Report evaluations of each attribute and beliefs about each product, and compute attitude scores with the calculation visible. Break down the gap between your product and its rivals attribute by attribute. Test several ways of changing attitudes, such as changing beliefs about your product, beliefs about rivals or the importance of attributes, and compute the effect of each. Recommend the most effective, discuss the competitor that is the realistic threat and explain what the model leaves out. Expect about five pages anchored by two tables, citing attitude theory sources in APA 7.
How the GB 534 Unit 5 example is put together
The exercise explains Fishbein and Ajzen's model. Table 1 reports evaluations from 2.6 for trunk fit to 1.2 for light to lift. Table 2 reports beliefs for the three strollers and computes their scores, and the highlighted sentence identifies trunk fit as the deciding belief. A breakdown attributes about 4.2 points of the gap to trunk fit, 3.0 to fold and 2.4 to lightness, offset by 3.4 on value. Table 3 tests four changes, citing Hoyer, MacInnis and Pieters, and shows that raising ride's importance would backfire. A section on the big-box threat follows, the recommendation targets the trunk belief, and Ajzen's theory of planned behavior explains what the model omits.
Where the points sit in the GB534 Unit 5 rubric
Credit in the GB534 attitude exercise rests on visible calculations and a recommendation chosen by its effect on the score. Explaining the model's diagnostic purpose earns early credit. Reporting evaluations and beliefs clearly allows checking. Computing each score, and breaking the gap down by attribute, carries significant weight. Testing several change strategies with numbers shows rigor. Noticing that one strategy would widen the gap shows the value of the arithmetic. Identifying the realistic competitor shows market sense. Explaining what the model leaves out, such as norms and budgets, completes it. Fishbein and Ajzen, Ajzen's theory of planned behavior and the Hoyer text are the exercise's APA 7 sources.
GB534 Unit 5 help: mistakes that cost points
Many GB534 Unit 5 exercises compute attitude scores and stop, without asking which belief explains the ranking or how it could change. Others recommend raising the importance of an attribute without checking whether rivals would benefit more. A common gap is the competitor: the brand rated highest may be out of reach on price, making a cheaper rival the real threat. Some writers treat the score as a forecast of share. Explain the model, report evaluations and beliefs, compute scores, break down gaps, test change strategies with numbers, identify the realistic competitor and state the model's limits. Linking the key belief to evidence the brand can show, such as folded dimensions, makes the recommendation actionable.
Get a GB534 Unit 5 example written to your instructions
Share the products, the attributes and any data your Unit 5 exercise supplies, along with the prompt and rubric. Where no data is given, the sample builds a labeled composite set. A Fishbein table with every cell computed and a change route chosen is delivered within 24-48h, and the first request is free of charge. The paper above is an original model document written by our desk, not a submitted student paper and not an official Purdue University Global document.
More GB534 papers and MBA samples
- GB534 Unit 1: Discussion Board Post
- GB534 Unit 2: Consumer Decision Map
- GB534 Unit 3: Motivation Analysis
- GB534 Unit 4: Perception Study
- GB534 Unit 6: Seminar Reflection
- GB534 Unit 7: Consumer Interview Summary
- GB534 Unit 8: Reference Group Analysis
- GB534 Unit 9: Post-purchase Analysis
- GB534 Unit 10: Consumer Behavior Report
- GB533 Unit 5: Compensation Plan Proposal
- GB532 Unit 5: Sampling Plan
- GB531 Unit 5: Message Strategy Analysis
- GB530 Unit 5: Positioning Statement
GB534 Unit 5 questions, answered
Which scale should beliefs and evaluations use?
Follow your course text, since conventions differ. A common version scores evaluations from minus 3 to plus 3 and beliefs from 1 to 7, while others run both from minus 3 to plus 3. What matters is using one scheme consistently for every product and stating it in the method section, so the grader can check each multiplication cell by cell.
What if my totals come out very close together?
Report the closeness itself as a result. Close totals often mean buyers see the products as near substitutes, which makes the change strategy more important rather than less. Avoid declaring a winner on a gap of a point or two unless your data allow a test, and point instead to the individual cells where the products differ most.
How is attitude change different from attitude measurement?
Measurement tells you where an attitude stands and which components drive it. Change asks which of those components a firm could move and by what means: new information to shift a belief, persuasion to shift an evaluation, or a new attribute added to the comparison. Most prompts in this unit want the measurement first and a change proposal built on it.
Where can I find a free GB534 Unit 5 sample paper?
This page carries a full GB534 Unit 5 attitude measurement exercise for three strollers, with Fishbein scores, an attribute breakdown, four change strategies tested and APA 7 references.
Why would stressing ride quality not help?
Both the brand and the European rival are rated highly on ride. Raising ride's importance would add slightly more to the rival's score than to the brand's, so the gap would widen a little.