Part I The trend in home building in recent years has been to emphasize open spaces and great rooms, rather than smaller living rooms and family rooms. A builder of speculative homes in the college community of Oxford, Ohio, had been building such homes, but his homes had been taking many months to sell and had been selling for substantially less than the asking price. In order to determine what types of homes would attract residents of the community, the builder contacted a statistician at a local college.

Craig complained to his friend jess that a class was too hard and he believed that the teacher was not being fair with his grading standards. jess replied, "craig, you really have an attitude problem." what is the relationship between the manner that the term attitude is used in common conversation and the how it is defined in consumer behavior? there is no relationship. common usage is not the same as attitudes as seen by the researchers who study consumer behavior. the term attitude is widely used in popular culture in much the same way it is used in studying consumer behavior. they are different in that popular culture does not recognize that attitudes are temporary. otherwise the usage is the same. they are similar except that popular culture assumes that attitudes are related to beliefs, and research scientists have shown that there is no such relationship.