An Analysis of Consumer Attitudes and Behaviors in Property Booking and Prosocial Consumption

Question 1: Analyzing Consumer Attitudes towards Property Booking Advertisements

Question 1 Using the Elaboration Likelihood Model (ELM) as your framework, analyse why Anisa’s“feel good” property booking advertisement had littleimpact on consumers’ attitudes. Discuss how elaboration has an impact on attitudesand what Anisashould have donedifferently to effect longer-term attitude change for the advertised company. Question 2Anisagets results from the survey of her “feel good” property bookingadvertisement. She  finds  that  there  are  key  differences  between  how  consumers  responded  to the“feel good” property bookingadvertisement versus the brand’s long-running previouscampaign, the  “functional”  property  bookingadvertisement.  Analyse  the  data by calculating means and standard deviations. Next, using your results, identify:(1) Which ad the consumers preferred? (2) Which ad had the biggest impact on consumer attitudes toward the brand? Which ad had the biggest impact on willingness to buy from the brand? (4) 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 making a decision?(b)  Henry  made  some  important  decisions  as  he  decided  where  to  place  an advertisement for a new mobile phone. Describe the consumers who form his target market. Explain how  Henry’s  target  audience  might  have  come  across  an advertisement as part of their daily activities and customer journey. Provide evidence for your answer.Question 4 Prosocial consumption has become a movement with tremendous influence in the way organisations  and  policy-makers  design  their  strategies  (White  et  al.,  2020).  Even though consumers are aware of the critical importance of this issue, there is frequently a  gap  between  their  attitudes  about  being  prosocial  and  their  behaviours(i.e., endorsing / approving of charities and ethical consumption, but not actually donating, buying, or supporting brands that are ethical in these behaviours).(a)Imagine that Advert Co has to work with an organization to develop a campaign to promote prosocial behaviours. Select oneprosocial issuein the table belowto address in this question: oBuying fairtrade (vs. buying traditional goods such as coffee, chocolate, and bananas)oCruelty-free products (vs. traditional)oCharity donations (from street solicitors to crowdfunding online)oBlood donationoClothing donationsoFast fashion (vs. well made locally sourced items or vs. recycled / 2nd hand shopping)oFood consumption: Organic, local, free-range and/or cage-free, alternative-meat, or vegetarian food consumption (vs. traditional produce, meat and dairy consumption)
6oConsumer activism around social causes and other topics (i.e., climate strikes, rodeo protests, boycotting certain brands, or buying MORE from ethical brands) oSustainable product packaging or no product packaging (vs. traditional packaging)(b)Link your chosen prosocial issue to twoconsumer behaviour concepts you have learned   this   semester   (e.g.,   perception,   attitude, decision-making   bias,   social influence). Describe how these two concepts might explain the gap between attitudestoward   prosocial   consumptionand   behaviour.Support   your   analysis   with 1-2 academic, peer-reviewed journal articles. Some concepts that may beof use include:oEgo defence / buying to have consistency with self-conceptoHeuristics  (e.g.  present  bias,  familiarity effects, likability, loss aversion)oSocial influence (peer pressure, status)oStatus signallingoCompeting motivations (buying for convenience   and   ease   vs.   changing habits)oSelective attentionoBiased perceptionoAffect    (feeling    good    /    bad    about purchase?)oCognitive dissonance (and CD reduction)oFeelings and cognition in attitudesoSee  also  White  et  al.  (2020)  reading  for great  analysisof  the  SHIFT  consumer behaviour  theory  that  drives  prosocial consumption(c) As a result of your analysis, propose onerecommendation for Advert Co.that could be usedin their advertising campaign to encourage your selected prosocial behaviour. Your  recommendations  must  be  legal,  practical, and based  onyouranalysis  in  part (b).