Imagine that you work at startup company that is developing a new form of meat substitute using innovative, plant$-$based ingredients, including mushrooms and fruit rinds. Initial testing reveals that consumers like the product in blind tastes tests, but react negatively when they learn more about the ingredients. Your job is to develop a campaign that will create positive attitudes towards the product. Please address the following questions:

$1)$ What is an attitude, and why is it important for marketers to understand consumers' attitudes?

$2)$ One segment of your target market is known to engage in high effort processing of messages about the type of product you are producing. What type of messaging would you use to appeal to this target market? Be specific.

$3)$ Another segment of your target market is known to engage in low effort processing of messages about the type of product you are producing $.$ What type of messaging would you use to appeal to this target market? Be specific.