Final answer:
In the given formula, Ei represents the expected value of Bi, which is the long-term average value of the attitude toward a brand within a marketing context.
Step-by-step explanation:
In the formula AB=∑i=1nB∑ni=1BiX Ei, the variable Ei represents the expected value of the variable Bi. The expected value is essentially the long-term average or mean value of the variable when an experiment is repeated many times. In a business context, particularly marketing, the expected value could refer to the anticipated level of interest or preference for a particular brand across a large number of people.
When calculating the attitude toward a brand, the formula may take into account various factors, such as beliefs, feelings, and knowledge, which are parts of the three components of attitude (affective, behavioral, and cognitive). So within this formula, Ei is crucial as it quantifies the level of attitude or evaluation that customers would hold on average towards a particular brand or product, after considering the probability of different levels of attitude occurring.