The attitude-toward-the-object model represents a _____ approach.

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Question restatement: The attitude-toward-the-object model represents a _____ approach.

Option 1: noncompensatory
This would imply that if one attribute is poor, it cannot be offset by good performance on other attributes. However, the attitude-toward-the-object (ATO) framework typically allows trade-offs among attributes when forming overall attitude, so labeling it noncompensatory would be inaccurate.

Option 2: superordinate
A superordinate approach refers to a higher-level categorization or overarching level in a hierarchy, not the specific evaluative process of combining attributes about an object. This misplaces the concept within broader cognitive structure rather than within a method of integrating attributes, making it incorrect.

Option 3: conjunctive
Conjunctive models require a minimum standard on all attributes; failing one attribute makes the overall evaluation fail, which is a noncompensatory principle. The ATO model does not operate strictly as a conjunctive gatekeeping mechanism, so this is not a fitting description.

Option 4: disjunctive
Disjunctive models allow acceptable performance on at least one attribute to drive overall evaluation, again a noncompensatory rule. The ATO approach does not hinge on a single acceptable attribute to determine overall attitude, so this is not appropriate here.

Option 5: compensatory
A compensatory approach allows strong performance on some attributes to offset weaker performance on others when forming an overall attitude toward an object. This characterizes the attitude-toward-the-object model well, since overall attitudes can reflect a weighted or integrated assessment across multiple attributes rather than a rigid cutoff on each attribute. This option aligns with the typical understanding of ATO as an integrated, trade-off-based evaluation process.

Summary note: Among the given choices, the one that captures the idea of trade-offs between attributes in forming overall attitude is compensatory, whereas the other options describe noncompensatory or unrelated structural concepts that do not fit the ATO framework.

MKTG-2910-2 CB quiz 13

The attitude-toward-the-object model represents a _____ approach.

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