2013 Super Bowl ReviewReunion Meeting for Professional MA in Strategic CommunicationFebruary 7, 2013

Copyright 2013. John Eighmey. All rights reserved.

John Eighmey 211 Murphy Hall

eighmey@umn.edu

Friday, February 8, 13

Super Sunday - “Attention Structure”

Patriots v Giants2008 98 M

Packers v Steelers2011 110 M

Patriots v Giants2012 111 M

49ers v Ravens2013 108 M

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Super Sunday Cost Per Thousand (CPM)

2013 $34

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The Expectancy-Value Model is a “theoretical perspective” or “heuristic device” on how beliefs combine to affect attitudes in a manner that can reflect rational assessment.

Evaluations (or outcome evaluations) are used to weight Beliefs (or behavioral beliefs) and the products of these pairings are added together as a predictor of overall attitude toward a person, object or action.

Attitude = b1e1 + b2e2 + b3e3 + etc.Σ

Scholarly Theory: Expectancy - Value Model

Stigler FishbeinTversky

Friday, February 8, 13

Beliefs are perceptions about the characteristics of an object such as a person, place, product category, brand, idea, goal, etc.

When studying behavior patterns, attitude researchers are often interested in two specific kinds of beliefs that relate to personal goals.

Outcome Evaluations ~ Beliefs about the personal importance of an outcome or personal goal related to an attitude object such as a person, product, brand, etc.

Behavioral Beliefs ~ Beliefs about the likelihood that association with or use of the attitude object will lead to a specific outcome.

The Expectancy-Value Model of Attitudes

Friday, February 8, 13

Evaluative Theory: Let’s Get “Judgey”

Friday, February 8, 13

Implied Model of Beliefs and Attitudes

Beliefs about importance of desired outcomes

Beliefs about association of brand with desired outcomesAttitude and Intention

Friday, February 8, 13

Implied Model of Beliefs and Attitudes

Beliefs about importance of desired outcomes

Beliefs about association of brand with desired outcomesAttitude and Intention

Friday, February 8, 13

Implied Model of Beliefs and Attitudes

Beliefs about importance of desired outcomes

Beliefs about association of brand with desired outcomesAttitude and Intention

Friday, February 8, 13

Attitude = b1e1 + b2e2 + b3e3 + etc.Σ

Attitude = b1e1 + b2e2 + b3e3 + etc.ΣThe E-V model implies causation, that beliefs lead to attitudes.

Attitude Relationship Possibilities

Friday, February 8, 13

Attitude = b1e1 + b2e2 + b3e3 + etc.ΣVarious relationships are possible…

Attitude Relationship Possibilities

Friday, February 8, 13

Attitude = b1e1 + b2e2 + b3e3 + etc.Σ

Various relationships are possible…

Attitude Relationship Possibilities

Friday, February 8, 13

Attitude = b1e1 + b2e2 + b3e3 + etc.Σ

Attitude about theadvertising itself

Attitude Toward the Ad

Other Attitude Relationship Possibilities

Friday, February 8, 13

USA Today Ad Meter

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Ad Meter Top Ten Ratings Trend

Friday, February 8, 13

Attitude = b1e1 + b2e2 + b3e3 + etc.Σ

Attitude about theadvertising itself

Attitude Toward the Ad

Friday, February 8, 13

Attitude = b1e1 + b2e2 + b3e3 + etc.Σ

Attitude about theadvertising itself

Attitude Toward the Ad

Friday, February 8, 13

Attitude = b1e1 + b2e2 + b3e3 + etc.Σ

Attitude about theadvertising itself

Attitude Toward the Ad

Friday, February 8, 13

Attitude = b1e1 + b2e2 + b3e3 + etc.Σ

Attitude about theadvertising itself

Attitude Toward the Ad

Friday, February 8, 13

Attitude Toward the AdThe Commercial VW Should Have Used

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Affect (feelings such as happy vs. sad or calm vs. afraid) are seenas an aspect of attitudes that is separate from the cognitivecomponent (good vs. bad or effective vs. ineffective).

Affective Brand Responses Also Matter

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Feelings About the Brand

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Affective Responses Also MatterA Nostalgic Trip

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Conceptual understanding to advancethe practice of strategic communication.

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