For this week’s blog post, I will be using the ATO Model to determine which attributes I rate as the most important in the sunglasses product category. I will be analyzing three designer sunglass brands (Tiffany & Co., Prada, and Ralph Lauren) based off of my preferred product attributes: low price, design, and quality. Note: I will be referencing the price point featured at Sunglass Hut. The ATO Model is an excellent tool to use when deciding on a high-involvement or high-price consumer purchase. While most people go with their gut on large purchases, the ATO model puts reason behind your gut’s feelings while numerically describing your personal best options. If you have never used an ATO model before, please refer to this resource for clarity and understanding.
Attitude-Toward-the-Object Model Applied to Sunglasses
Attribute e b (b)(e) b (b)(e) b (b)(e)
Low Price 3 7 21 3 9 5 15
Design 2 7 14 9 18 5 10
Quality 2 8 16 7 14 7 14
Overall Attitude 51 41 39
Surprisingly, the results found from the ATO Model accurately describe my attitude toward each of the brands in the sunglasses product category. In fact, I recently bought a pair of Ralph Lauren sunglasses keeping a pair of Tiffany & Co. sunglasses in the back of my mind. However, as price is the single most important attribute for me when deciding to buy a pair of designer sunglasses, Tiffany & Co. was infeasible and Ralph Lauren came out on top in every other attribute category. I feel great wearing my Ralph Lauren sunglasses, and I feel even more confident in making high-involvement purchase decisions in the future with the use of the ATO Model.
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