in] Canvas Learning Managemen X a Fal22_BUS-192_23901Advev X (.3 Question 4 - Assignment: Ch: X * Course Hero (- C' it ezto.mheducation.com'. , .mgii rm g. in will \"i gird Assignment: Chapter 5 0 Saved Help Save& Exit Submit CLIVIi l'lcllll'DchCU DUI EUI 3 4 This activity is important because, as an IMC manager, you need to how the Elaboration Likelihood Model (ELM) functions to analyze how consumers process messages intended to persuade buyers toward a brand, firm, or organization. ELM explains how consumers process stimuli and information and subsequently change their attitudes toward or against the item being presented by the IMC. The goal ofthis activity is to evidence how the ELM is used by consumers through one oftwo mechanisms, either the central or peripheral persuasion route. The degree of elaboration through which the consumer processes, or the extent of elaboration, is primarily a function of his motivation and his ability to process the information Read the case on plant-based burgers and the Elaboration Likelihood Model and then answer the questions that follow. The ELM primarily explains the two different ways of processing stimuli and the possible outcomes that can change buyer's attitudes The two different routes to persuasion are the central route and the peripheral route. Under the central route, persuasion will likely result from logical, cognitive thinking and clear scrutiny of content, features, and attributes This central route depends on a high level of message elaboration resulting in attitude change that is usually enduring, a resistant to attitude change and, consequently, is fairly predictive of behavior The second path of the ELM is the peripheral route by which persuasion results from the consumer's association with positive or negative cues in the stimuli. The consumer usually makes a simple inference about the merits of the advocated it! position. The cues that he or she receives under the peripheral route are generally unrelated to the logical quality and prim attributes of the stimulus. These cues involve factors such as the credibility or attractiveness of the sources (presenter) of the message, the production quality ofthe message, credibility and satisfaction. The likelihood of consumer elaboration is often defined by less predictable, often irrelevant cues. Re'e'e'mes In the burgeoning market for plantvbased foods, there are several competitors, Two with significant market share at this point are \"Beyond Burgers\" and \"Impossibly Good Burgers.\" Both manufacture a variety of protein-based food products The vegan meat substitutes are made from mixtures of pea, rice, and mung bean proteins; canola and coconut oil, and lesser amounts of potato starch, apple extract, lecithin, and pomegranate powder then infused with vitamins and minerals The burger beef products are made to \"bleed\" like real beefwith beetjuice. Many consumers are eagerly embracing vegan burgers, hoping to reduce their carbon footprint and eliminate eating animals. Other consumers are experimenting as \"flexitarians\" with a bit of nonmeat burgers in their diet especially as some are being offered by popular fast-food restaurants. How are consumers making elaborations and decisions about plant based burgers? Next > a: % Hill HillC Canvas Learning Management X Fal22_BUS-192_23901 Adverti X Question 6 - Assignment: Chap x Course Hero K- C ezto.mheducation.com/ext/map/index.html?_con=con&external_browser=0&launchUrl=https%253A%252F%252FIms.mheducation.com%252Fmghmiddleware%252Fm... ( C Assignment: Chapter 5 Saved Help Save & Exit Submit 6 The ingredients of the plant-based burgers are mixed and fed into a food extrusion machine that cooks the mixture while forcing it through a specially designed mechanism that uses steam, pressure, and cold water to form the product's texture which replicates beef. In reality, the food is very extensively processed and is much like Mcdonald's McRib. However, consumers dismiss thoughts of substantial levels of processing and create positive attitudes about eating a vegan substitute for beef. They are using which element of the cognitive processing model? Part 3 of 5 4 Multiple Choice points 00:48:49 O ability element of the ELM eBook O elaboration of the cues of the ELM Print References O central route of the ELM O motivation of the ELM O peripheral route of the ELM Mc Graw HillC Canvas Learning Management X Fal22_BUS-192_23901 Adverti X Question 7 - Assignment: Chap x Course Hero K- C ezto.mheducation.com/ext/map/index.html?_con=con&external_browser=0&launchUrl=https%253A%252F%252FIms.mheducation.com%252Fmghmiddleware%252Fm... C Assignment: Chapter 5 i Saved Help Save & Exit Submit 7 Beyond Burgers develops a campaign that runs both on TV and online. The source presenting the message is popular TV show host, Ellen DeGeneres, who very actively promotes the fact she is vegan. The director of the ad sets the campaign in northern California backgrounds and presents the tone in a sepia, faded brown, color to convey an enduring time effect of the message. Response to the ad is not high and results in lowered sales during the period the campaign airs. The effect of the cognitive response is due to Part 4 of 5 4 Multiple Choice points 00:48:43 O positive attitudes toward Impossibly Good Burgers. eBook O counterarguments toward veganism. Print References O ad execution thoughts. O brand attitudes toward Beyond Burger. O source derogations. Mc Graw C Canvas Learning Management X Fal22_BUS-192_23901 Adverti X Question 8 - Assignment: Chap x Course Hero K C ezto.mheducation.com/ext/map/index.html?_con=con&external_browser=0&launchUrl=https%253A%252F%252FIms.mheducation.com%252Fmghmiddleware%252Fm... ( C Assignment: Chapter 5 i Saved Help Save & Exit Submit 8 Mary considers both brands of plant-based burgers as she is very concerned about eating organically-grown food. She reads the packages and finds no indication either is organic. In research online, she discovers neither brand of burger is organic due to all the processing of the plant-based substance and the processing additives. She decides not to buy either brand and chooses to buy salad ingredients and eat organic plants directly. Mary's decision was made using what cognitive model? Part 5 of 5 4 Multiple Choice points 00:48:37 O the dissonance attribution model eBook O the central route of the ELM Print References O the peripheral route of the ELM O the social consumer decision journey O the low-involvement hierarchy Mc Graw Hill