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.

Elaboration Likelihood Model

A theory in social psychology that explains how attitudes are formed and changed through different routes of information processing based on the level of elaboration.

High-Involvement Purchase

A buying decision characterized by a high degree of engagement and careful consideration due to its significant impact on the consumer.

Low-Involvement Purchase

Buying decisions made by consumers involving minimal research and consideration because the product is inexpensive or perceived as having little risk.