Budweiser Is Well Known for the Use of Humor in Its

question 88

Essay

Budweiser is well known for the use of humor in its ad campaigns for Bud Light beer. Based on the use of humor in advertising for beer, does Budweiser believe that beer is a high-involvement or low-involvement purchase for most consumers? Explain your answer using the elaboration likelihood model.

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Definitions:

Interpretation

The process of explaining or understanding the meaning of data, actions, or events.

Coefficient Of Determination

A statistic that indicates the proportion of the variance in the dependent variable that is predictable from the independent variable(s).

Dependent Variable

In an experimental setup, the variable being tested and measured, which is expected to change due to manipulations of the independent variable.

Independent Variable

A variable in an experiment or study that is manipulated or controlled by the researcher to observe its effect on the dependent variable.