REAL WORLD APPLICATION QUESTION #1 (20 pts.)

There comes a sad day when children, believers in magic and fairytales, become teenagers and, almost by definition, start to hate everything that seems even remotelychildlike.Disney, the beloved entertainment company, knows this and has struggled to figure out ways to appeal to teenagers who are too old to enjoy itstheme parks the ways kids do

and too young to enjoy its theme parks the way adults do.We can think about this from the perspective of the Behavioral Intentions Model...

BBI = (w₁)*(A_behavior) + (w₂)*(SN)

Original Information:Disney does some research and finds that the average American teen rates his/her attitude toward going to Walt Disney World at about a 6 on a scale from 1 = definitely NOT going to 10 = definitely going. The average teen thinksotherteens are actually more likely to go, estimating that these other teens would probably rate an 8 on the same scale.The research also suggested that American teens tend to listen to themselves less (about 40% of the time) and pay attention to other teens more (about 60% of the time).

Using this information, please provide the Behavioral Intentions Score toward going to Walt Disney World for the average American teen:(4 pts.)

Marketing Campaign 1:Let's say that Disney runs a new advertising campaign that shows famous teenage TikTok stars and Instagram influencers enjoying vacations at Walt Disney World.As a result, marketing research shows that the average teen now thinks other teens are even more likely to go to Walt Disney World, a 10 out of 10 on the scale.How does this change the overall Behavioral Intentions score of the average American teen?What is the new score?(4 pts.)

Marketing Campaign 2:Going back to the original information provided above, now let's say that Disney launches a different advertising campaign directing people to "Dream their own dreams" and to "Listen to their own heart."The campaign is super effective, so even the average American teen now listens to himself/herself much more (say 90% of the time) and to others much less (let's say 10% of the time).How would this campaign change the overall Behavioral Intentions score of the average American teen?What would the new score be?(4 pts.)

Marketing Campaign 3:Because you are a marketing genius, the good folks at Disney hire you to help them with their teenager problem.You ask to see the original information (above), and they provide you with that data (i.e., the average teen rates his/her attitude at a 6, thinks other teens rate their attitude at an 8; also, the average teen weighs his/her own opinion 40% and the opinions of other teens 60%).Using only this information, you plan to suggest a marketing campaign that changes how much weight the average American teen puts on his/her opinion and the opinions of others.Holding the attitude numbers constant, 1) how should the weights change if the goal is to increase the overall Behavioral Intentions score for the average American teen? And 2) what would that campaign message look like?(4 pts.)

Behavioral Intentions v. Behavior:Why does the Behavioral Intentions Model include both Behavioral Intentions (BI)andBehavior, and why does the equal sign between the two have a squiggly line above it?What does this indicate?(4 pts.)