Asked by Enrique Cuevas on Jun 13, 2024
Verified
Budweiser is well known for the use of humor in its ad campaigns for Bud Light beer. Based on the use of humor in advertising for beer, does Budweiser believe that beer is a high-involvement or low-involvement purchase for most consumers? Explain your answer using the elaboration likelihood model.
Elaboration Likelihood Model
A theory in social psychology that explains how attitudes are formed and changed through different routes of information processing based on the level of elaboration.
High-Involvement Purchase
A buying decision characterized by a high degree of engagement and careful consideration due to its significant impact on the consumer.
Low-Involvement Purchase
Buying decisions made by consumers involving minimal research and consideration because the product is inexpensive or perceived as having little risk.
- Elucidate the elements and significance of attitudes within consumer decision-making processes.
- Identify the outcomes of establishing unattainable expectations for consumers.
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Learning Objectives
- Elucidate the elements and significance of attitudes within consumer decision-making processes.
- Identify the outcomes of establishing unattainable expectations for consumers.
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