Explain the Elaboration Likelihood Model

Explain the Elaboration Likelihood Model.

b. Imagine that you are the brand manager for a new-to-market premium end coffee brand. The brand offers both coffee beans and ground coffee. Your brand of coffee is of higher quality than most other brands on the market. However, consumers are not familiar with your brand because you are new in the market. Imagine you wish to promote your premium coffee in Melbourne Tullamarine International Airport. Do passengers at the airport have high or low involvement with your product? Why?

c. Depending on your answer to question b regarding passengers’ level of involvement, how would you go about influencing these passengers’ attitudes towards your product? Use examples to illustrate your answer.