In 2022, more than 50% of new vehicles sold in Australia were SUVs (sport utility vehicles),...

   

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In 2022, more than 50% of new vehicles sold in Australia were SUVs (sport utility vehicles), a share that has almost doubled over the past decade. Consumers like SUVs because they are more spacious - they offer more room. They also offer a more comfortable ride, because their height and suspension provide better insulation from potholes and bumps on roads. Some consumer also say they feel "safer" when driving an SUV. However, SUVs create major environmental problems. They pollute significantly more than medium-sized cars (20% more, on average). They are also heavier, which means they require more materials to produce, and therefore more energy to process these materials. Their tires also produce more particle pollution. And, contrary to consumers' beliefs, they actually cause more pedestrian fatalities. And they can cost twice as much as small cars. Assume that a not-for-profit organisation has hired you to design a campaign aimed at encouraging consumers to switch from SUVs. The campaign aims to encourage consumers to purchase medium or small-sized cars. Completing this task will require you to draw on the Theory of Reasoned Action (TORA) to develop a marketing campaign aimed at nudging consumers away from SUVS. List all the components that make up the TORA model to illustrate the attitudes and social norms which currently lead consumers to purchase SUVs. Make sure you outline clearly all elements of the TORA model, as applied to this situation. Be specific. For example, don't just say "beliefs," but specify what these beliefs are in the context of SUVs. Identify ONE component of attitudes (according to TORA) that you would like to change with your campaign. Explain how you would go about changing the selected component of these consumers' attitude. Use examples to illustrate your answer. Note: Keep in mind that your goal is to change the attitudes of consumers who currently prefer to purchase SUVS. You want these consumers to move away from SUVS. Identify ONE component of subjective norms (according to TORA) that you would like to change, which will ultimately help change consumers' behaviour. Explain how you would go about changing this norms component. Use examples to illustrate your answer. Note: Remember that your goal is to change the behaviour of consumers who like SUVs. You want these consumers to move away from SUVs and purchase smaller vehicles. In 2022, more than 50% of new vehicles sold in Australia were SUVs (sport utility vehicles), a share that has almost doubled over the past decade. Consumers like SUVs because they are more spacious - they offer more room. They also offer a more comfortable ride, because their height and suspension provide better insulation from potholes and bumps on roads. Some consumer also say they feel "safer" when driving an SUV. However, SUVs create major environmental problems. They pollute significantly more than medium-sized cars (20% more, on average). They are also heavier, which means they require more materials to produce, and therefore more energy to process these materials. Their tires also produce more particle pollution. And, contrary to consumers' beliefs, they actually cause more pedestrian fatalities. And they can cost twice as much as small cars. Assume that a not-for-profit organisation has hired you to design a campaign aimed at encouraging consumers to switch from SUVs. The campaign aims to encourage consumers to purchase medium or small-sized cars. Completing this task will require you to draw on the Theory of Reasoned Action (TORA) to develop a marketing campaign aimed at nudging consumers away from SUVS. List all the components that make up the TORA model to illustrate the attitudes and social norms which currently lead consumers to purchase SUVs. Make sure you outline clearly all elements of the TORA model, as applied to this situation. Be specific. For example, don't just say "beliefs," but specify what these beliefs are in the context of SUVs. Identify ONE component of attitudes (according to TORA) that you would like to change with your campaign. Explain how you would go about changing the selected component of these consumers' attitude. Use examples to illustrate your answer. Note: Keep in mind that your goal is to change the attitudes of consumers who currently prefer to purchase SUVS. You want these consumers to move away from SUVS. Identify ONE component of subjective norms (according to TORA) that you would like to change, which will ultimately help change consumers' behaviour. Explain how you would go about changing this norms component. Use examples to illustrate your answer. Note: Remember that your goal is to change the behaviour of consumers who like SUVs. You want these consumers to move away from SUVs and purchase smaller vehicles.

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The Theory of Reasoned Action TORA is a psychological model that can be applied to understand and change consumer behavior It consists of several key components which include 1 Attitudes Attitudes ref... View the full answer