In marketing research and practice, a multi-attribute attitude model (MAAM) is a tool that defines an observed consumer behavior based on the combination of one or more attributes consumers assign to a particular object or domain.
The theory of reason-expectancy (TRE) is a theory in psychology that explains consumers’ reactions to marketing stimuli and messages. According to the theory, consumers follow a certain sequence in forming their attitudes and beliefs, from sensory cues through information processing to behavioral responses. The key attributes will influence the sequence.
The attitude-toward-object model refers to the theory that an attitude toward an object is affected by several significant, separate attributes. An individual is more likely to adopt an attitude toward a particular object if certain attitudes are rated as slightly higher or lower than those that the consumer has toward the attitude object.
Since this model also implies that the combination of several attributes forms the attitude toward an object, it categorizes as a multi-attribute model. Further, in this article, we will discuss why and how this model is effective.
What is a Multi-Attribute Attitude Model?
The multi-attribute attitude models (MAAM) are a concept that is used to explain how consumer attitudes are formed regarding a particular object or market. The multi-attribute model breaks down the entire concept of a single attribute and shapes our thinking in different ways. MAAMs categorize consumer attitudes into one of the following four types depending on the different attributes:
Attitudinal consistency between object and perceived attitude
This type occurs when consumers believe that certain objects or markets deliver what they expected. It relates to the perceived attitudinal consistency between the object and the attitude.
Attitudinal inconsistency between object and perceived consumer attitude
This type is when consumers believe that a certain object or market fails to deliver what they expected. This type relates to the perceived attitudinal dichotomy between the object and the attitude. The value expressive function will be the main parameter in this type.
Attitudinal expected consistency between object and perceived attitude
This type occurs when consumers expect certain objects or markets to deliver what they expect; this type also relates to perceived attitudinal consistency, but it goes beyond the previous two types because this single focus is on expected consistency – a more significant one than the likelihood of achieving it.
Attitudinal expected inconsistency between object and perceived attitude
This type is similar to ‘Attitudinal Expectation Inconsistency,’ but here, it refers solely to an expected inconsistency in the object and the attitude from the consumer’s perspective.
The four attributes show how attitudes vary depending on the objects or markets consumers prioritize. Consumers’ attitudes can be more particular regarding some objects than others. For example, consumers might have more positive or negative views towards a specific product if they view it as having a particular attribute (e.g., ‘high quality’) within the same product category.
Other examples of Attitudinal Consistency can be seen in the consumer attitudes towards products or markets for two reasons: One, it is possible to identify and appreciate why consumers have consistent attitudes. If consumers view the product or market and have the same attitude towards it, they will stay loyal customers.
However, if consumers do not perceive consistency between their attitudes and the object, they might change brands. For example, a consumer who believes that a market is too crowded and views it as a very competitive market might switch brands. Another example is the price when consumers expect a certain object or market to provide a certain level of quality, but it fails to do so.
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What Are The Benefits of Using a Multi-Attribute Attitude Model?
Now that you know the Multi-Attribute Attitude Model, let us know how it benefits the product or service you are using?
Identify consumer’s attitude
The multi-attribute attitude model helps develop a deeper understanding of the problem you are trying to solve. The model helps in identifying & prioritizing the problem from the customer’s perspective and finding their needs, desires, and expectations.
Further, the customer’s attitudes can help you understand the customers’ perspective on why they have a specific problem/need (e.g., what is the reason for customers purchasing your competitors? Is there any impact of competitive comparison?).
Making customers feel comfortable with your product/service
In a perfect world, everybody would want your product/service, and you would be able to satisfy all their needs and expectations. However, not everybody wants to engage with your product/service. So, this is one of the benefits of the multi-attribute model – helping you understand why customers may or may not be interested in your product/service. The positive attitudes that you can identify and measure can be used to make customers feel more comfortable with your product/service.
Customer’s position concerning product/service
The multi-attribute model helps take the customer’s position/attitude concerning the product/service. Understanding the relative Position of your customer is critical in identifying appropriate marketing strategies. For example, if your potential customers have low satisfaction with one of your brand’s attributes, they may not be willing to engage more with your brand.
The attitude toward the behavior model clearly identifies the product categories that may be more prone to lack of need, which can be helpful in determining marketing strategy. The cognitive component of the model can help in differentiation among similar products. Identifying the difference between
Develop new & better ideas for business
You need ideas for every business, and for any new product or service development, it’s good to have some idea about what works best for you & what doesn’t work well for you from different people’s perspectives. The multi-attribute model helps to understand what does/doesn’t work for a person, and it helps you find out the best possible solutions for your business.
Enhancing decision making capability
The multi-attribute model helps you be more confident in making effective decisions based on an accurate & realistic consumer’s perception. The model reinforces the knowledge of decision-making by providing clarity regarding your business operations and helps you continue with your operations without any interference from your competitors.
Keep your business competitive
By knowing how to analyze the customer’s perspective, you will be more efficient in making decisions and operations. This can help you to stay competitive in business.
The multi-attribute model is different from other models because the model focuses on the fact that the customer has many attributes that can be used to assess the quality of the service or product delivered by a company (or organization).
It helps a business/organization evaluate its performance by identifying its strengths, weaknesses, opportunities, and threats. The model also helps an organization compare services/products from different companies to make an informed decision on which service/product they should engage with. Thus, it helps a businessman/businesswoman choose his business partners without confusion or ambiguity about which company would provide him better service for his needs best suited for his objectives.
Providing Infrastructure for growth
The multi-attribute model is an important tool to identify the strengths, weaknesses, opportunities, and threats that a business can face in different environments or regions under different conditions. It is also the tool used by the company in managing their growth by identifying those factors that would better help them achieve their goals. It helps a businessman/businesswoman identify their market, competitors, and consumers with the help they should provide their products to the market for better results.
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How Can You Use The Multi-Attribute Attitude Model in Your Market Research And Business Strategy?
Now, let’s go through a step-by-step way you can implement the multi-attribute model in your market research, business strategy, and improvement process.
Step 1 – Identifying basic needs of your customers
The first thing you need to do is to identify your customers’ basic needs, which can be achieved by working with your customer service team and other people who know the customers through surveys, etc.
To know their basic needs, you must ask them about their likes/dislikes. The basic needs also help when you’re selecting a product for your company as you have already known what they want & how to satisfy their need.
When your customers have what they want, it would be wise to ensure that you can provide the minimum basic need for them. For example, you can try to determine what is the minimum amount of food you can supply for your customers, where at the same time, you can also increase your profit margin.
Step 2 – Defining product or service
Identify which product or service is a good fit for your client since they may have different needs & expectations from different products/services. This product that is the best fit for your customer will reduce the pressure on other customers because they will only offer this one. Also, it helps a business/organization make comparisons between services/products from different companies to make an informed decision on which service/product they should engage with. Thus, it helps a businessman/businesswoman choose his business partners without confusion or ambiguity about which company would provide him better service for his needs best suited for his objectives.
Step 3 – Identifying basic needs of your company
The third step is to define the basic needs of your company. In other words, this step will help a businessman/businesswoman identify his strengths & weaknesses and gradually develop the required changes to improve his company.
You also need to know the people’s likes and dislikes since it will play out in a big way when you’re offering your product or service. For example, if there is a combination of things that people want, but you’re only able to provide one thing that most customers do not want, they would not be happy unless they ask for other choices. Therefore, having an idea of how many different things their customers want would help you make decisions to meet their needs and demands more efficiently & effectively.
Step 4 – Combining basic needs of your customers
At this point, the fourth step is to combine your company’s basic needs with the basic needs of your customers. This is where you should consider everything you have considered in the previous steps. As a result, it will help you make decisions based on what is best for both parties involved in a business transaction.
Step 5 – Assessing possible solutions
The fifth step is to evaluate the possible solutions you can use to meet the needs of both businesses involved in a transaction. This step is important since it would help you identify any changes you must make to meet your customers’ needs best suitable for the company’s objective. And at the same time, it will help you determine if your business is capable of having any effect on customers’ budgets or not.
Step 6 – Developing solutions
The sixth & last step is to develop solutions as per your current situation regarding what has been presented in the above steps. This step will be beneficial since it would ensure that all your decisions will be based on facts & figures rather than opinions or merely speculations. Thus, this is where you should implement a logical train of thought to create more sake towards meeting the needs of both parties involved in a transaction.
Final Words on The Multi-Attribute Attitude Model
The Multi-Attribute Attitude Model is one of the most useful & powerful models that many people use to help them make decisions. However, this model is rarely used since it can benefit both businesses involved in a transaction, but it’s limited in many cases.
To sum up, this is merely an overview of what can be done if you’re interested in developing your business management skills through your ability to make more effective decisions for both parties involved in a transaction. This will greatly benefit any businessman or businesswoman who has decided how they will approach their company’s future by applying the Multi-Attribute Model.
Growth Hackers is an award-winning digital marketing and growth hacking agency helping businesses from all over the world grow. There is no fluff with Growth Hackers. We help entrepreneurs and business owners leverage the multi-attribute attitude model, generate qualified leads, optimize their conversion rate, gather and analyze data analytics, acquire and retain users and increase sales. We go further than brand awareness and exposure. We make sure that the strategies we implement move the needle so your business grow, strive and succeed. If you too want your business to reach new heights, contact Growth Hackers today so we can discuss about your brand and create a custom growth plan for you. You’re just one click away to skyrocket your business.
