Analyzing the Impact of Elaboration on Consumer Attitudes and Behavior: A Study with Bookabach's 'Fe

Introduction to the Elaboration Likelihood Model

Using the Elaboration Likelihood Model (ELM) as your framework, analyze why Anisa’s“feel good” property booking advertisement had little impact on consumers’ attitudes.Discuss how elaboration has an impact on attitudes and what Anisa should have donedifferently to effect longer-term attitude change for the advertised company.Anisa gets results from the survey of her “feel good” property booking advertisement.She finds that there are key differences between how consumers responded to the“feel good” property booking advertisement versus the brand’s long-running previousCampaign - the “functional” property booking advertisement. Analyze the data bycalculating means and standard deviations. Next, using your results, identify:

(a) Which ad the consumers preferred?

(b) Which ad had the biggest impact on consumer attitudes toward the brand?

(c) Which ad had the biggest impact on willingness to buy from the brand?

(d) Identify with reasoning what type of advertising (“functional” or “feel good”)

Anisa should recommend for Bookabach’s next property booking campaign?

Question 3

(a) What steps do consumers normally follow when they are deciding?

(b) Henry made some important decisions as he decided where to place anadvertisement for a new mobile phone. Describe the consumers who form his targetmarket. Explain how Henry’s target audience might have come across anadvertisement as part of their daily activities and customer journey. Provide evidencefor your answer.

Question 4

Prosocial consumption has become a movement with tremendous influence in the wayorganizations and policymakers design their strategies (White et al., 2020). Eventhough consumers are aware of the critical importance of this issue, there is frequentlya gap between their attitudes about being prosocial and their behaviors (i.e., endorsing / approving of charities and ethical consumption, but not actually donating, buying, or supporting brands that are ethical in these behaviors).

(a) Imagine that Advert Co must work with an organization to develop a campaign topromote prosocial behaviors. Select ONE prosocial issue in the table below to addressin this question:

u Buying fairtrade (vs. buying traditional goods such as coffee, chocolate, and bananas)

u Cruelty-free products (vs. traditional)

u Charity donations (from street solicitors to crowdfunding online)

u Blood donation

u Clothing donations

u Fast fashion (vs. well made locally sourced items or vs. recycled / 2^nd hand shopping)

u Food consumption: Organic, local, free-range and/or cage-free, alternative-meat, or vegetarian food consumption (vs. traditional produce, meat, and dairy consumption)

u Consumer activism around social causes and other topics (i.e., climate strikes, rodeo protests, boycotting certain brands, or buying MORE from ethical brands)

u Sustainable product packaging or no product packaging (vs. traditional packaging)

(b) Link your chosen prosocial issue to TWO consumer behavior concepts you havelearned this semester (e.g., perception, attitude, decision-making bias, socialinfluence). Describe how these two concepts might explain the gap between attitudestoward prosocial consumption and behavior. Support your analysis with ONE TO TWOacademic, peer-reviewed journal articles.Some concepts that may be of use include:

u Ego defense / buying to have consistency with self-concept

u Heuristics (e.g. present bias, familiarity effects, likability, loss aversion)

u Social influence (peer pressure, status)